"Intersection" will apply predictive analytics in marketing

2019

On March 11, 2019 the GlowByte Consulting company reported that the retail chain stores Intersection tested methods of predictive analytics in the program of target marketing within which provide to buyers of supermarkets the individual promo-offers which are picked up on the basis of the history of their purchases. The GlowByte Consulting company became the partner of the project.

According to the company, the main objective of the pilot in the field of predictive analytics – to test approaches to customer retention, registered in the loyalty program Club of Intersection.

At the first stage of the project of analytics GlowByte Consulting developed a technique of segmentation of audience according to tendency of clients to ceasing to visit supermarkets. As statistics shows, outflow of audience begins with clients who did not make purchase three weeks.

Within the second stage the command selected a pilot customer group from 220 thousand people. Personal special offers and bonuses were automatically chosen for them on the basis of the history of purchases. At the same time it was considered what goods buyers selected in what days and hours they came to supermarkets how often went shopping, how actively responded to actions, etc.

These clients received notifications about the corresponding actions by the SMS. The indicator of a response to special offers was twice higher, than in a check group of clients. Three times goods turnover indicators on pilot stocks grew.

Using business rules the experienced marketing specialist can create the correct personal offer to return the left client. The share of come back will be rather small, and expenses on return quite notable - the cost of communication and the actual discount will cost the company "kopek". While tools of predictive analytics allow to work with the buyer at a stage when with it there is a contact. The response from such clients is 2-3 times higher, and payback of expenses also many times quicker. Ekaterina Mikhaylova, chief of the department of target marketing of Retail chain stores Intersection

Based on this project it was decided to extend practice of predictive analytics for forecasting of outflow of clients for all audience of Club of Intersection - 5.5 million people.

The project of the Intersection and GlowByte is very interesting in terms of a business component. It allowed to create a basis for development of predictive client analytics in the company. The project included not only creation of predictive model, but also development of a show-window for modeling, to analyst by determination of outflow at the level of the company, the choice of an optimal segment for communication and a method of impact on the client. Communication with business of Intersection at each stage allowed to complete this project with the maximum results. Darya Davydova, leading business consultant of practice of Advanced Analytics Glowbyte Consulting

The technique of predictive analytics will strengthen the program of target marketing of Intersection using which in 2018 the company received 5 billion rub of an additional turnover.