PredTech analyzed behavior and a way of life of buyers of Intersection

On June 10, 2019 it became known that PredTech analyzed behavior and a way of life of buyers of Intersection.

On the basis of data retrieveds PredTech company, the expert in predictive analytics, broke the general base of loyal clients of retail chain stores into clusters with the product preferences. This information will help to increase efficiency of marketing efforts according to the loyalty program of Club of Intersection.

Modern methods of machine learning and predictive analytics give very powerful tools for deep studying of consumer behavior and improvement of service of buyers. The project will serve as the beginning for a different approach to work with client experience in retail chain stores, told Fyodor Krupyansky, the co-founder of PredTech

PredTech studied a retrospective of purchases more than in 3 months. On the basis of the created product categories, frequencies of visits, the average check and average quantity of positions in the check were created clusters of loyal clients with similar behavior, the way of life of consumers in each cluster, social and demographic characteristics of audience and its brand attitude and also price sensitivity is described. Intersection will apply data retrieveds in omnichannel communications with consumers.

Target communications with loyal buyers form in Intersection based on RFM segmentation. This approach is effective, but has one essential shortcoming. Customer segmentation on RFM relies on statistics of interaction with the retailer, but not on knowledge of his preferences and a way of life. The solution is transition to a clustering taking into account real product requirements, noted Ekaterina Mikhaylova, the chief of the department of target marketing of retail chain stores Intersection

Analysts of PredTech selected three main trends of purchases - ZOZh, "Fast having a snack" and Ready-to-Eat – and offered mechanics of actions on the corresponding types of goods.

The PredTech company offered other approach in work with client data - the system of segmentation of loyal consumers based on lifestyle of buyers instead of the existing RFM approach. Thanks to special examination of a command the PredTech company in a year grew and became profitable, having focused on creation of examination for retail tasks in the field of marketing and supply chains, commented Olga Strelova, the director of the Center of the innovative technologies for Retail & FMCG of Skolkovo Foundation