Technologies of NPO Analitika target online advertizing on visitors of certain physical locations

2017

The basis of technology of NPO Analitika is formed by the analytical platform able on wifi signals from smartphones of visitors of shops and shopping centers to develop automatic recommendations about improvement of different business processes of retailers and managing directors of the trade real estate. In outlets the special sensors transferring data to a cloud are installed, and the retailer gets an information access about a status of visitors' flows in shops in real time using intuitive deshbord. Information is completely aggregated and anonymized, no personal data are collected and not transferred.

The technologies of NPO Analitika combined with opportunities of platforms for advertizing targeting online allow to target such advertizing on visitors of certain physical locations.

'Having learned about opportunities of NPO Analitika, we decided to suggest to make the joint project to our general Customer – the company Yves Rocher, - Katya Dard, the Account director of the DA agency tells! skipper. - One of the most important points in work with such exacting Customers as Yves Rocher is not only standard services in the field of marketing and advertizing, and need to be pro-active in the offer of new technologies, the innovative solutions which are capable to provide leader positions to the brand. For this reason an opportunity to measure physical "dokhodimost" to shops of those to whom advertizing was shown online, is extremely important as the true proof of efficiency of our work'.

In an advertizing campaign by a main objective of the DA agency! skipper was to attract traffic in shops Yves Rocher.

For each of shops Yves Rocher in Moscow and St. Petersburg the special advertizing campaign considering the name of that shopping center in which the shop is located was created. Provided NPO Analitika for targeting of audience of regular customers of these shopping centers: those who were recorded in them by sensors, but Yves Rocher never came into shop. On these audiences the DA agency! skipper placed advertizing with information on specific shop Yves Rocher.

'We, at last, can gain a picture of that what real effect is rendered by advertizing Internet campaigns on behavior in offline, - Elena Sleboda, the Director on a brand marketing and e-commerce Yves Rocher in Russia says. - Results were absolutely new and, certainly, give the new soil for reflections. Also there is a real opportunity to measure the events, so to affect efficiency. It turned out that on some advertizing campaigns of O2OC (Online to Offline Conversion, i.e. physical "dokhodimost" in shops among those to whom advertizing) 7.5 times higher than CTR was shown (click-through rate is a clickability indicator). The share come into shop among those who saw advertizing was extremely interesting metrics. It is higher than a normal share come into 4 times on some shops. Actually increase in conversion of a show-window among those who already saw advertizing in comparison with conversion of a show-window among in general all visitors and passing by directly says that this Internet advertizing worked effectively'.

2014

In August, 2014 the Russian representative office of cosmetic network Yves Rocher -"Yves Rocher East" - announced start of the large-scale project on Wi system implementation - Fi - analysts for the analysis of behavior of visitors of the shops.

The basis of a system is formed by the solution Retail Instruments of development of NPO Analitika which allows to analyze the events in outlets in real time far off. For this purpose in shops the special sensors connected to the Internet which scan space in outlet and around it regarding detection of any devices equipped with Wi-fi are installed. A system collects the MAC addresses of the user mobile devices and sends these data to the server where they are processed then the retailer sees the aggregated statistics – behavior of visitors of shops.

The Russia's first Yves Rocher shop opened in 1991 in Moscow on Tverskaya Street.

The solution allows to analyze the parameters connected with behavior of visitors in and outside shops. Among the most significant of them solution designers call dynamics of changes of the general flow of people near the trade premises, to loudspeaker of the indicators of a share which came and the number of visits, duration of visits and also the whole block of the parameters connected with loyalty of visitors.

In Yves Rocher note that their company was attracted by an opportunity more deeply to estimate efficiency of shops and to analyze the reasons of these or those changes. One of logical continuations of use of such system the company sees an opportunity to make the personified proposal to loyal visitors while they are only included into shops.

As of 2014 in Russia about 300 shops "Yves Rocher" work. NPO Analitika told TAdviser that the project covers only own shops of the company working on a franchize of a point are not included in it. How many own shops in Russia at Yves Rocher, in the company were not specified, having referred to the fact that it is the commercial information which is not subject to disclosure.

Representatives of NPO Analitika also told TAdviser that large-scale implementation of Retail Instruments was preceded by a pilot project. It was carried out from January to June, 2014 and showed "positive results and opportunities for notable increase not only traffic in shops, but also arrived", speak in the company.