"The alphabet of Taste" expanded application of Oracle Exadata

2017

At the beginning of August it became known that Alphabet of Taste expanded application of the optimized hardware and software systems Oracle Exadata. Calculation of the check, the loyalty program (based on Oracle Siebel Loyalty) and marketing systems were completely postponed for this platform.^[1]

According to Georgy Mikhaylov, the chief innovation officer of Alphabet of Taste company, by 2019 in the company expect not to buy any more, and to rent necessary capacities in a cloud.

It is convenient that at Oracle of technology are identical which we use in the data center and in a cloud — Mikhaylov noted.

Our loyalty program on Oracle Siebel Loyalty in real time estimates consumption of each client and on the basis of it offers goods personally for it — on the website, or directly in shop. Personal offers are integrated into all services and configured under each client. We use gamification elements when bonuses are calculated also under the specific client, on the basis of collected data and data mining technologies. Effects of the analysis of implicit communications are measured by a response to personal offers which grows — Egor Lanko, the director of Alphabet of Taste of omnichannel said.

2016

The AT Consulting company expanded possibilities of the CRM system of retailer "Alphabet of Taste". Based on Oracle Siebel Loyalty the club Vkusomaniya program is automated, integration with online store and mobile application is executed.

The updated club Vkusomaniya program started in Alphabet of Taste in April, 2016. Holders of club cards receive bonuses on all goods in the basket. Buyers also have an opportunity to receive more bonuses for their personal offers (for example, on certain goods or repeated visit). Clients of network can use bonuses for payment of the purchases in sales points.

In addition to payment of goods, the saved-up bonuses can be used for acquisition of tickets for master classes, tastings, children's holidays. Besides, buyers can offer the bonuses for benefit of wards of partner charitable foundation.

For technological support of the AT Consulting program automated a number of key business processes. On the Oracle Siebel CRM platform functions of formation and processing of personal offers, administrations of client cards, maintaining marketing information (news, recipes, etc.) are implemented. Integration of the CRM system into the POS channel regarding service of club cards (issue, replacement, authorization), processing of checks (charge and write-off of points, issues of gifts), informing the client (the card statement, sending push-and SMS notifications) is executed.

For optimization of customer interaction integration of a system with av.ru online store, a promo site and mobile application of the Vkusomaniya program is implemented. The buyer can activate the map with the help of different digital channels, obtain the complete information on balance and transactions, to subscribe for actions of the club program.

2015

On September 30, 2015 the Alphabet of Taste supermarket chain announced business process optimization and IT infrastructures on the platform of a stack of products Oracle.

"The alphabet of Taste" unrolled a management system for the loyalty program of Oracle Siebel Loyalty on the Oracle Exadata Database Machine platform, automated budget planning on the Oracle Hyperion Planning platform.

Staff of outlet Alphabet of Taste (2014)

The uniform CRM system covered about 100 outlets of different formats and became the instrument of administration of the collection Vkusomaniya program, development of modern strategy of loyalty. A system on the basis of Oracle Siebel Loyalty allows to configure rules of charge and write-off of points of programs of loyalty, to perform their processing, to manage discounts for goods and pricing logic, to keep account of discount, bonus and gift cards, to manage the customer base.

With the hardware and software system Oracle Exadata as the platform for Oracle Siebel Loyalty the Alphabet of Taste company got advantages of the complete solution: business applications of Oracle work at the hardware and software systems of the uniform supplier configured for joint work with maximum capacity. Upgrade of IT will allow Alphabet of Taste to service the loyalty program with number of participants to 1.5 million people, to work effectively with the range to the exceeding 20 thousand names and to process about 300 indicators for formation of models at transaction processing with a speed up to 10 per second and depth of storage of transactions in operational base with for up to two years.

"Our many practices in the field of trade technologies already became the standard for the Russian retail. We are sure that technological effectiveness – the most effective way to increase in effectiveness of a company performance and that unique experience which it is possible quickly, easily and without loss to replicate. Thanks to the complete solution Oracle Siebel Loyalty on the Oracle Exadata platform we not only became better to understand requirements and preferences of our clients, to start new offers quicker, but also we have an opportunity to actively increase number of participants of our program", – Denis Sologub, the chief innovation officer of Alphabet of Taste company noted.

"We constantly aim to increase the value of innovations for business of our clients, – Andrey Pivovarov, the head of group of perspective technologies of Oracle CIS emphasized. – This advanced complex project shows what advantages can give our business applications and the optimized hardware and software systems of Oracle to the companies of consumer market and their clients. The choice of "Oracle on Oracle", approaches and results characterize Alphabet of Taste as most the innovation and progressive, aiming to offer the excellent service level today and in the long term. We are glad to offer all the best that Oracle has for achievement of the planned purposes of growth and creation of the excellent service level".

2013-2014

On November 3, 2014 the Alphabet of Taste company implemented a management system for loyalty and personification of customer relations. The AT Consulting company acted as the partner in implementation.

Choosing a Solution

In 2013 management of Alphabet of Taste made the decision to adopt the most modern means of analytics and management of the customer base to receive effective instruments of increase in a consumer basket and, as a result, an opportunity it is essential to increase revenue of the company. As a technology platform the complex of the products leading in the areas was selected.

The solution includes the management system for client loyalty allowing to hold events for involvement of new clients, to provide repeated and additional sales to the existing clients and also the analytical system for planning, accomplishment, control and assessment of marketing campaigns constructed on the SAS Marketing Automation platform.

Project Progress

The project started in the middle of 2013 and was separated into 3 stages.

• In April, 2014 in all retail network the instrument of administration of the loyalty program Vkusomaniya was implemented.
• In August, 2014 the functionality of management of discounts was implemented and support of gift cards is provided. Besides, the implementation team segmented the customer base and started the solution for management of marketing campaigns.
• By the end of October, 2014 the loyalty program Vkusomaniya was completely connected to a system and also the reporting allowing to trace and analyze continuously results of actions is developed.

Result

In a project deliverable Alphabet of Taste received the convenient tool for carrying out modern programs of loyalty. So, the management system for client loyalty allows to configure rules of charge and write-off of points of programs of loyalnost, to perform their processing, to manage discounts for goods and pricing logic, to keep account of discount, bonus and gift cards, to manage the customer base. The solution based on SAS gives the chance to understand a customer behavior, to separate them into certain segments according to the nature of behavior, in detail to describe these segments and profiles of clients; develop models for customer retention, expansions of cross-sales and also to define optimal combinations of products and to create special offers.

IT solution allows the retailer easily and without excess costs to start different actions and targeted campaigns for increase in loyalty of buyers and increase in revenue.

"Thanks to the implemented solution we will be able to understand better requirements and preferences of our clients and quicker to start offers interesting by it. Developing personal approach, we are going to attract new buyers, to mutilate profit and to expand a market share next year", – Galina Yashchuk, the marketing director of Alphabet of Taste company comments.

"This project is unique for the Russian market of retail. Implementation of the complete solution provides Alphabet of Taste with modern and full-function tools for increase in a customer loyalty and management of target marketing, provides to the retailer additional competitive advantage. We are glad to act as the partner of such large-scale project, we hope for continuation of successful cooperation", – Alexey Makeev, the partner of AT Consulting company notes.

Notes