Sibur has implemented a cross-sales recommendation system based on customer microsegmentation

2021: Implementation of the Cross Sales Recommendation System

Sibur has implemented a cross-sales recommendation system based on customer microsegmentation. The system analyzes customer data and generates appropriate product combinations. The effect of the initiative is more than 600 million rubles in 2021. This became known on December 22, 2021.

The cross-sales system allows you to move from the sale of individual products and raw materials to the sale of finished production solutions. It uses data arrays that include general information about customers, analysis of previous transactions, volumes and terms of sales of products.

Thanks to analytics, we can see what customers buy, what their production volumes are, what final products they produce. These and other data allow us to form recommendations for cross-sales - for example, if a customer produces bottles for which PET is bought from us, we can offer him polypropylene for covers with better conditions. So the client will receive a profitable package offer, "said Alexander Timofeev, senior manager for business development and new technologies at Sibur LLC.

The cross-sales system is based on a balance of values. Any package transaction should be beneficial to both the client and the company. This is another step towards client centricity and the formation of a positive customer experience, which is confirmed, among other things, by positive feedback from our customers, "commented Sergey Davidov, head of digital marketing at Sibur LLC.

The cross-sales system automates the routine process of preparing offers for each individual customer, improves the accuracy and variability of calculations.

Based on the data, the system algorithms form recommendations for front managers, offer possible product combinations and automate mutual benefit calculations for Sibur and the client. If the offer is profitable, the recommendation falls into the CRM system, where the sales team works with it, "said Alexander Krot, head of analytical products and services at SIBUR Digital.

In addition to automating the process, the system independently generates new combinations of package offers both for traditional assortment items and for new^[1] products^[2].

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