Lenta has automated pricing processes

2023: Implementing a Rule Pricing Solution

Lenta implemented a rules pricing solution with partner GlowByte, which announced this on December 11, 2023.

In 2023, Lenta launched the process of transforming the commercial unit and introduced tools: a price queue and a pricing system according to the GoProfit rules, which made it possible to automate this process.

Before implementing the solution, the pricing process included manual work: maintaining pricing rules, analyzing the history of the reasons for price changes and agreeing on them. Thanks to automation, these processes now take place in a "single window," after which prices are automatically loaded into the ERP system. GlowByte simplifies the way you calculate and eliminates human error. In addition, employees of the company can track the history of price changes.

Шаблон:Quote 'author = Valeriy Rusanov, Lenta's Director of Commercial Efficiency, said.

The introduction of pricing tools will have a positive effect on turnover, margin and customer experience.

The project has become both a challenge and a powerful motivator for us. Lenta has a mature pricing business process that includes many unique and non-standard approaches. Together with the experts of the retail network, we designed concepts for solving current business problems using this tool, applying consulting experience in the large retail market and our own analytical services. GoProfit was able to organically integrate into the Lenta IT landscape, and not only build relationships with the main systems, but also efficiently distribute the changed business process between the participating systems. noted Ilya Shakhurin, head of Retail at GlowByte.

2022: Development of a methodology for assessing the global effects of targeted marketing

The Lenta retail chain, together with the consulting company GlowByte, developed a methodology for assessing the global effects of targeted marketing, which allowed the retailer to use it to reliably assess the effectiveness of mass promotional links through CRM channels. GlowByte announced this on September 22, 2022.

In recent years, companies with sufficient maturity in profitability management processes and customer lifecycle have set themselves the task of evaluating their effectiveness not at the level of the sum of the effects of individual campaigns, but collectively throughout the client base on a large planning horizon. Taking into account the growth of sales pressure on the client and active contact policy, some companies can send several communications to the client at once in one period of time, which entails cannibalization of effects and post-effects on revenue. Taking into account all the effects affecting the result required the creation of a high-quality methodology that would reliably record the results on a longer time arm than the term of a separate target campaign, and also took into account other features of the retailer, for example, the multi-format of stores and the omnichannel of the client's experience.

The methodology developed by GlowByte experts and the Big Data and analytical CRM Lenta teams takes into account all the above factors, shows the net and reliable effect of the long-term impact on the client, taking into account the intersection of shares at time intervals, post-effects that affect the behavior of customers after the end of the action.

For example, when conducting a targeted campaign via SMS, a campaign with support for TV and other mass media can be conducted in parallel, and, as a result, both channels can influence the consumer's behavior by cannibalizing the results when calculating the effects separately. The new technique allows you to offset this drawback by assessing the fair contribution of each media driver to the final result. The approach also allows you to assess the segments of interest of customers, which helps in long-term planning to take into account the difference in effects depending on the purchasing behavior of customers and different goals of campaigns.

For greater flexibility and reliability of results, the method was based on A/B test elements. This allowed the necessary statistical checks to be applied for a fairer estimate of the effect.

For us, implementing the Global Control Group assessment was really challenging. It was necessary to take into account many factors: from the peculiarities of individual category offers to the frequency of communication with the consumer, - said Galina Kardaeva, Director of Loyalty and CRM Lenta. - Thanks to the work of our team of Big Data analysts and analytical CRM Lenta with the involvement of GlowByte, we have created a methodology that allows us to evaluate our results objectively and meets all the requirements and modern standards of statistics.

Any assessment method should be subsequently transformed into a continuous process of analysis and work with hypotheses to improve efficiency. The advantage of the technique is that it can be adapted to the context of almost any company with a large customer base. It is very valuable for us that the Lenta team uses this methodology as a full-fledged tool for managing the effectiveness of targeted marketing and mass promotional links, "emphasizes Oleg Bekuzarov, Head of Retail Analytics at GlowByte.

The Lenta and GlowByte network teams for September 2022 continue to develop a partnership in working on the tasks of client and commodity analytics.