Shops of jewelry network Valtera use wi-fi-scanners for search of clients

Shops of jewelry network VALTERA in Moscow and St. Petersburg became participants of a marketing experiment of the company together with Mindbox service and NPO Aanalitika.

In shops of retail chain stores VALTERA wi-fi-scanners of mobile devices which fixed the unique MAC addresses^[1] were installed^[2] phones. Data from scanners were compared to base of loyal clients, and in case of coincidence of the MAC addresses mailing of Sms was performed. For the first week of an experiment more than 20,000 coincidence – the addresses of loyal clients of VALTERA were revealed.

Scanners defined among passersby of clients from the loyalty program of VALTERA. Each such client, getting to a scanner area of coverage, receives an instant Sms with information on the current action, special offers of the company, or the commodity recommendations constructed on the basis of the previous purchases. Everything that it is required – to turn the head from the buyer and to see over itself the sign VALTERA.

For the first week of an experiment partners sent about 5000 Sms (at restriction – 1 message to the person in a month). Conversion in purchase made 1.4%.

"We found more than 350,000 coincidence of the MAC addresses in NPO Analitika bases on shopping centers with our buyers. These data added the general knowledge base about loyal clients. Integration allowed to integrate and stick together all history of purchases in a uniform CRM system with Mindbox. And we had a unique opportunity to use this knowledge base for interaction with buyers in real time", – Stanislav Koloskov notes marketing director of VALTERA.

The loyalty program VALTERA Club integrates more than 1 million clients from whom not less than a half – active buyers. At the end of 2015 the company carried out integration with a technology platform of Mindbox and transferred personal data and the history of purchases of participants of Club from own 1C to the program of the personified marketing.

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