Page 11 - Станочный парк английская версия

SUCCESS SECRET

‒ Personalization today is a logical data analytics. They transmit aggregated
and integral part of any business strategy information about the client’s geolocation
based on the collection of user data. to the system, which allows him to quickly
This happens both online and offline. But inform him about current locations. If we
before retailers blindly follow such trends, talk about Tele2, then today, thanks to the
you need to evaluate your own capacities development of big data, we are replacing
and approach to data collection - how to the classic traffic counting systems with 3D
effectively manage them after receiving. It models. If earlier in the salons only simple
is important to note here that the modern sensors were installed that recorded the
client, in principle, is not ready to share client’s input-output, today it has become
his own data, all the obsessive attempts possible to analyze the client’s path by heat
to penetrate personal life, end only with spots. This is especially true for retail, where
a loss of confidence. Today, retailers are a sophisticated merchandising system is
still practicing promotions with gift cards used.
and bonus certificates, but the latest And I’ll give you an example of
technologies are in the first place in data another Tele2 case which is launching a
collection and analytics. face recognition system. The pilot project is
currently operating in only one metropolitan
‒ What technologies are we talking cabin. The mechanics are as follows: at the
about? entrance to the salon there is a camera that
reads the age of the client, determines his
‒ In order to be one step ahead of gender. Data is immediately sent to the
the client, you need to know everything computer of the salon employee. So, the
about him. Big analytics helps today with seller can not only contact the incoming
this, such technology that is the most customer by name, but also offer products
important tool in the preparation of a and services that are relevant to him by
targeted proposal. So, thanks to big data analyzing the customer’s consumption
we can build high-quality models of moving profile card, which is also displayed on the
clients, analyze their interests and hobbies. computer along with data from the face
All this is collected in large data blocks that recognition system.
stimulate market demand. Today, the main
suppliers of big data are representatives ‒ Let's move on to another trend that
of the banking sector and telecom market you already mentioned at the beginning of
players. So, even if a company does not have our conversation. What does the merge of
sufficient capacities and capabilities to build online and offline mean? What does it look
correlations to search for information about like in real cases?
its customer, it can examine it from samples
of personal data of third-party companies ‒ The merger of online and offline
and apply the information obtained to is perhaps one of the main trends in the
effectively develop its own retail. development of modern retail. This allows
you to more effectively manage the
‒ Are there real examples of the use assortment, increase customer loyalty
of big data in retail? and improve the quality of service. If we
talk about specific examples, I will tell you
‒ One of the most striking examples about the real case of Tele2. Launching
is online navigation. Today, no one is salons 3.0 two years ago, we decided
surprised at push notifications received by to replace traditional display cases with
a person walking past a store. Such cases digital analogues. In other words, we have
are obtained precisely on the basis of big integrated online platforms into the retail

Stanochniy park 11