M.Video Mobile application

Main articles:

• Mobile Applications
• Artificial Intelligence in Retail

2021

Implementing Consultant Call Service at Retail Store

On November 22, 2021, M.Video-Eldorado announced that it had developed and launched the introduction of a consultant call service in a retail store. This functionality is implemented in the mobile application of the client and allows you to improve the quality of service due to the use of digital technologies. To call a specialist, it is enough to indicate in which department they are waiting for him, and leave signs of the visitor. According to the results of the pilot, the average approach time of the consultant is 3 minutes, and the level of satisfaction with the service exceeds 82%.

M.Video is one of the first in the market to develop the functionality of using the mobile application in retail stores. This approach enriches the usual experience of offline purchases, automates processes to save time and simplify the process of choosing and buying equipment. During the study of points of potential improvement of user experience, the company revealed that the simplified call of the seller is one of the key needs of users and implemented this solution on its own based on the integration of two applications - the client and the seller.

In order to use the service, the user needs to login to the M.Video application, turn on geolocation, check that the store has been determined correctly, indicate the department in which it is located, and somewhat accept, for example, the color of the outerwear. Notification that help is needed in the trading room, and the customer coordinates are received by employees of the current shift of the selected store through a chat bot.

M.Video developed the MVP of the product and began to gradually scale the solution to call the seller in the store. At the pilot stage, consultants accepted several hundred calls in 27 stores. The total time to process the request and the employee's approach was about 3 minutes, and the level of satisfaction with the service was 82.6%. As of November 2021, the product operates in more than 70 stores in 11 large cities: Samara, Rostov-on-Don, Chelyabinsk, Volgograd, Ufa, Krasnodar and Voronezh, Novosibirsk, Yekaterinburg, Kazan and Nizhny Novgorod. By the end of 2021, the company plans to implement the "seller's call" in all stores of the network.

In their smartphone, network customers can scan the barcode of the product, familiarize themselves with feedback from other users, compare several models, pay for an order formed after communicating with the seller, or receive a OneRetail shopping cart to consider the purchase. In the annex M.Video also available product recommendations based on data analytics and personal discount. By the end of 2021, the company plans to sell the purchase in the store through the application, so that the client can pick up the goods immediately after online payment and pass the cash desk area.

{{quote 'author = said M.Video-Eldorado Group Head of Growth Product Management Mikhail Ostroverkhy. |

We continue to develop the capabilities of the in-store mobile application to combine the benefits of retail and online purchases and offer customers the best experience on the OneRetail technology platform. This functionality will be useful both for the client so that he does not waste time searching for a specialist in a large hypermarket and can quickly solve his problem, and for the seller - he will know for sure that he needs his help and is ready to ask a question. For the company, this is an additional opportunity to increase the conversion and loyalty of customers, as well as to deepen interaction with them within the mobile platform,}}

Launch a personalized AI-based quotation

Brand M.Video (Group M.Video-Eldorado) on August 4, 2021 announced the launch of a personalized price proposal based on artificial intelligence (AI) technologies for users of a mobile platform. The service offers authorized customers a guaranteed discount, taking into account the history of past purchases and available bonuses. Sales through the mobile platform in the second quarter of 2021 increased 3.3 times compared to the same period a year earlier to 52.1 billion rubles. Mobile platform turnover reached 64% of total online sales.

Spend bonuses or continue to save for other purchases, the client selects himself.

The personal quotation defines artificial intelligence based on the purchase history and a number of available discount tools. The personal price is available in the M.Video mobile application for self-shopping and in the mobile application of a consultant, if the client needs help when buying in the store. As a result, conversion in the client's mobile application increased 1.5 times. In the near future, M.Video plans to launch a personal price for buyers of the site.

{{quote 'author = said the managing director of the block OneRetail M.Video-Eldorado Group Dagmara Ivanova. |

We aim to create a convenient single digital environment for our customers with the most personalized experience. To do this, we regularly improve the capabilities of the mobile application and introduce various technologies. So, personal pricing helps customers make the most profitable purchases, and we learn more about their preferences, which will give consumers even more benefits in the future. Mechanics also allows us to increase the authorized customer base and transfer them to the OneRetail platform. This not only increases loyalty, but also the frequency of interaction with us, which in turn affects the growth of the average check and the frequency of purchases. In the near future, we plan to expand the mechanics for users of the web platform,}}