Filipp Shubin COO Synqera for NRF Big Show 2014 DELIVERING A PERSONALIZED IN-STORE EXPERIENCE

Transcription

1 Filipp Shubin COO Synqera for NRF Big Show 2014 DELIVERING A PERSONALIZED IN-STORE EXPERIENCE

2 The changing retail environment 1. Five-year average return on investment: 3. Customer satisfaction index (out of 100): 17% Amazon 6.5% Traditional discount and department store avg. 85 Amazon 84 Publix (regional USA grocery chain). 2. Retail sales growth in 2012: 4. Amazon key success factors: 15% 4.2% Broad selection Accessibility Personalization Feedback E-commerce sales growth Physical retail 1 - Forrester research, 2011.; 2 - NRF data, 2013.; 3 - American Customer Satisfaction Index agency, 2013.; 4 - Amazon Services,

3 personalizaton drives physical retail More than two-thirds of Americans prefer to shop in store versus online. 8 out of 10 Americans are more likely to shop in a store that provides an overall customized shopping experience. 66% of Americans are more likely to shop in a store where they receive personal suggestions while shopping. 82 % 82 % 76 % of respondents believe the point of sale checkout process can be improved. of respondents said they would return to brick and mortar stores when alerted to upcoming sales of previously purchased items. would find the checkout process more enjoyable if they received personalized coupons. Source: Synqera survey,

4 how to get to know your customer More than 50% of retailers are planning big data initiatives in mid-term perspective, but only 15% are actually piloting them. * Data source: IBM study 2012, ACSI

5 omnichannel communications vs. sales circle management Omnichannel approach Omnichannel approach is a pretty buzz word: consistent communications, intersection of multichannel data to get insights about your customer, management of the full circle of sales... However, the majority of retailers still think it is about launching a mobile app Teasing to the store through sms, and mobile app. Upsale in store through customer screens and mobile app. Reward post-purchase right at the checkout. Promote offline in online retail. Promote online in offline retail. 5

6 New trends in physical retail Personalization customer insights and targeting Omnichanneling sales circle and customer relationships Interactivity in-store engagement and brand value 6

7 SYNQERA SOLUTION Emulation of the online customer experience offline. BUSINESS TASKS AND PRIORITIES CUSTOMER PROFILE AND PREFERENCES EXTERNAL ENVIRONMENT AND EVENTS SPECIAL OFFERS STORE MAPS SHOPPING LISTS SYNQERA ANALYTICS SOFTWARE BRANDED GAMES RECIPES COUPONS PERSONALIZED INTERACTIVE CONTENT IN-STORE DEVICES COMMUNICATION CHANNELS DISTANT CHANNELS DIGITAL SIGNAGE BY SHELVES LOYALTY GENERATOR AT ENTRANCE CUSTOMER SCREEN AT CHECKOUT SMS MOBILE WEB WEB REAL-TIME CUSTOMER RESPONSE TO THE VIEWED CONTENT REAL-TIME RESPONSE 7

8 powered by behind the solution Lies data analysis Combines Big Data and Real-Time analysis to provide personalized in-store communications. Big Data analysis: Real-Time analysis: Probabilistic data analysis. Clustering, classification, inversion, novelty detection. Personal recommendations for each user, prediction of the shopping list. Situational analysis: Analyzes the current physical environment and activity in which the shopper is located. Offline Sentiment Analysis. Uses visual recognition technology to analyze a shopper's mood and physical responses to viewed content. 8

9 OMNICHANNEL APPROACH BY SYNQERA Digital signage for targeted advertising Compact printer of special offers and recipes Customer screen at checkout for feedback, loyalty and upsale. INTERACTIVE CUSTOMER SCREENS: PERSONALIZED MESSAGE IN-STORE TOUCH POINTS Mobile apps embedded facial recognition technology. Contactless and magstripe card readers. Internet connection. TEASING AND FOLLOW UP Customized web-site Personalized s Personalized SMS 9

10 Easy management of communications and devices through one single back-interface Management of communication channels Real-time statistics Content management 10

11 case study: major russian cosmetics and household goods retail chain ULYBKA RADUGI Compact printer Loyalty Generator at the store entrance. Personalized coupons 11

12 case study: major russian cosmetics and household goods retail chain ULYBKA RADUGI Interactive screen Simplate at the checkout. promotions loyalty program boost upsale gamification 12

13 case study: russian premium grocery chain LAND24 Compact printer Loyalty Generator in the store aisles: personalized product recommendations RECIPES personalized shopping list 13

14 case study: russian premium grocery chain LAND24 Interactive screen Simplate at the checkout: messaging targeted product and service offers check details real-time survey 14

15 Impact of personalization Research insights: Probability of purchase increases 3-4 times. 2-4% higher marginality of each targeted client. First results in Synqera pilots: Conversion of the recipients of personalized messages 3 times higher than mass messages. Min 5% of all visitors are seeing/taping targeted product offers and survey. 15

16 the proof is THE purchase. 16

17 your personal story with synqera Contacts: synqera.com 17