Technology for personalized product offering comes to the stores of Russian children’s retailer

ST. PETERSBURG, Russian Federation - July 15, 2014 - PRLog -- July 15, 2014, Moscow, Russia – Loyalty Generators, compact devices with a touch screen, were installed in 3 stores of one of the largest Russian chains of children`s goods. Identifying himself by scanning the loyalty card, the customer has an option to pick up and print the relevant coupon out of the list generated individually for him on the device’s screen. The coupon contains detailed information about the item, the amount of discount and the valid period of the offer.

The technology became possible thanks to the software platform, developed by the partner of Korablik, the IT company Synqera. The automated analytical toolset identifies the purchase preferences of each customer based on his shopping history in offline and online stores of the Korablik chain, profile in the loyalty program and the customer's response rate to previous promo activities. Leveraging the analysis of available big data the software can also predict the age and the gender of the customer's children even when it is not indicated in the profile. As a result the customer gets only those relevant offers that have a high probability of interest to him.

Nowadays leaders of the e-commerce industry significantly benefit from personalization technology widely spread online – the largest online stores track and analyze customer behavioral data (clicks, viewed items, etc.) in order to get consumption insights and optimize the range of goods. Bringing personalization into offline stores gives the retailer an opportunity to increase customer loyalty and improve promo efficiency, while informing customers about relevant special offers at the right time, therefore saving money and time.

Besides personalized coupons, through the Loyalty Generator device customers are able to get more details about the product - such as detailed description, product image and available quantity in stock - by scanning the barcode of the item. The device also serves as an interface for activation of the Korablik loyalty card by filling in required data on the interactive screen.

“In the case of the pilot success we will develop additional targeting options for even better product offering, as well as bringing personalization into more customer communication channels,” said Dmitry Komarov, the Head of Marketing in Korablik. “We foresee delivery of unique discount coupons created for each customer personally via the most optimal communication channel, for instance, not only in-store devices, but to the mobile app or e-mail.”

Technology company Synqera delivers a personalized customer experience in retail through the analysis of big data and consequent targeting of communications. The integration of service is managed by BI expert company LaSmart, partner of Synqera. Previously this partnership has resulted in a few successful projects in a leading retail chain of cosmetics and household goods and hi-end grocery supermarkets in Saint Petersburg.

“Today the retail industry becomes more and more customer-centric, so personalization is one of the main factors affecting its revenue growth,” said Filipp Shubin, Synqera COO. Moreover, retail is forced to embrace an omni-channel approach and personalize customer communications through the bunch of channels, including offline, online and mobile. This task can be done only by in-depth analysis and proper interpretation of retail big data.”

About Synqera Loyalty Generator
To get the personalized list of special offers the customer scans the Korablik loyalty card. He can also receive additional information about the product by scanning its barcode.

If the system recognizes that the scanned loyalty card is not activated, the customer is invited to fill in the required form and start using the benefits of the Korablik program for loyal customers.

Any useful information displayed on the device screen is available to be printed right at the moment of interaction with the help of integrated printing functionality. And thanks to the device’s intuitive interface, customers will not get lost or frustrated.

Statistics about interaction efficiency is available in the Synqera back-office web-interface, together with related reporting and recommendations for targeting optimization.