X5 Retail Group: Big Analytical Platform

2019: Start of Big Analytical Platform

On October 31, 2019 X5 Retail Group announced start of the software product for the suppliers. This solution for category and consumer analytics is completely developed in directorate of the Big Data X5 Retail Group. The Big Analytical Platform software product unrolled on the supplierportal.x5.ru/contact-us/ online platform allows users to create reports using the database of history of purchases with goods of categories of the supplier in retail chain stores of X5. Thus, partners of the company receive the versatile tool allowing to analyze not only sales, but also other important indicators, to reveal sources of the shift in demand and switchings of consumers to the competing trademarks, to define rotation of buyers of a brand and change of their habits and requirements.

On the basis of the history of purchases and consumer behavior the base of analytical modules which allow to use insights for improvement of indicators of business is created. For October, 2019 the functionality is available to partners of X5 to formation of three reports (diagnostics of category, sources of sales, migration of buyers), in 2020 the company is going to implement 8 more modules for the analysis promo, baskets, a decision tree, a profile of the buyer and also testing, a clustering of shops, tracking of start of new products.

We as retail, is the closest to the consumer and, certainly, have the deepest data on how the behavior changes, a basket, preferences of our buyer. This service provides to our partners analytics both according to contents, and on terms of its receiving. Its modules allow to reveal a set of insights about change of sales and their reasons. Start of this software product – an important step in our strategy creation of finished analytical products for different businesses, noted Dmitry Prusov, the director of the department of development of products of the Big Data X5 Retail Group

In the course of creation of the software product by Retail Group X5 company the great number of pilots based on modules of analytical service was carried out. In particular, the success of starts of brands new products was estimated (efficiency of start in comparison with similar starts, duration of "effect of novelty" for the buyer, sources of sales and a share of cannibalization); digital-campaigns and multicategory tests in X5 shops (efficiency in comparison with a check group of buyers/shops, the level of return of investments, sources of change of sales, a sales increase inkrementalnost for category, the factors influencing consumption change).