Smartori implemented means of personalisation of customer interaction

On September 14, 2017 the SAS company announced the project of transition to the strategy of personalisation of customer interaction in the Business as a Service format (BaaS) of retail network Smartori.

Project Tasks

Before start of the project with SAS more than 90% of communications of Smartori with clients were not personalized. Offers formed on the basis of the general approaches without individual preferences and behavioural characteristics of specific buyers. The project team was faced by a task - to implement the strategy of transition of Smartori to personalisation of communications with clients.

The SAS company together with StatCloud service provider offered Smartori the analytical service including all necessary components for the personalized customer interaction: business examination, the software and technology consulting for embedding of service in processes of CRM.

Project Progress

Use of the BaaS format allows the customer to receive the solution of a "turnkey" business challenge with the minimum investments of labor and financial resources. From client side investments into software licenses, the equipment, time and resources are not required.

During the project implemented step by step in the Test&Learn format the analytical data mart is created, the customer base of Smartori is investigated and segmented on product preferences and consumer behavior.

For 12 key segments development strategies are developed, the personalized marketing campaigns and the list of mechanics for deduction and motivation of clients are created. The analytical system of personal recommendations for each client at the level of commodity categories and specific products is developed. Analytical models for forecasting of tendency of the active client to outflow and tendency of the inactive client to purchases after communication are organized.

Project Results

For September 14, 2017 by means of service the customer starts the targeted marketing campaigns on segments of active and inactive clients considering the development strategy, a profile of each client and his preference in commodity categories and SKU. In parallel with development of campaigns, SAS transfers to Smartori the saved-up examination in the field of target marketing and creates methodological base, in particular:

• contact policy,
• outflow determination technique
• technique of efficiency evaluation of targeted marketing campaigns.

We are glad that during projects we can not only solve business challenges of our clients, but also impart experience. It allows Smartori to acquire gradually examination to be ready to implementation of analytical solutions on the party. Application of analytics in work with consumers helps to create for them relevant offers. It increases the level of customer satisfaction and gives financial effect for business. Alyona Semichastnova, leading consultant of the direction of client analytics of SAS Russia/CIS

Personalisation of customer interaction is a part of general strategy of development of Smartori. We cooperate with SAS since the beginning of 2017 and in 3 months after start started the first campaigns with personal offers. On project deliverables we see positive dynamics of growth of base of active clients and reduction of outflow. Andrey Yakovlev, CEO of Smartori network