RetailT
echnology
KORABLIK DEVELOPS TAILORED OFFERS R
ussian children’s retail chain is piloting interactive touchscreen
kiosks that are designed to deliver personally tailored special customer offers instore. Installed in three Korablik stores, the
compact devices identify customers when they use them to scan their Korablik loyalty card on entry. Using software platform Synqera, the Loyalty Generator system then provides customers with the option to print relevant coupons from a list generated specifically for them on the touchscreen that contains detailed product, discount and validity information. The automated Synqera analytics
toolset identifies the purchase preferences of each customer based on their off and online Korablik shopping history, loyalty programme profile and the customer’s
response rate to previous promotional activities. And it can analyse available ‘Big Data’ to predict the age and the gender of the customer’s children, even where not indicated in their loyalty profile. Business intelligence (BI) company and Synqera partner, LaSmart managed the data integration. As a result, the system only serves the
customer with relevant offers that have a high probability of being converted. It can also be used to activate loyalty cards and offer more product details by allowing customer to scan their barcodes. Dmitry Komarov, Korablik head of
marketing, stated: “We foresee delivery of unique discount coupons created for each customer personally via the most optimal communication channel, for instance, not only instore devices, but to the mobile app or via email.”
MITCHELLS FAMILY OF STORES RE-IMAGINES OMNICHANNEL CUSTOMER EXPERIENCE
U
S luxury retailer Mitchells Family of Stores has partnered with
ThoughtWorks Retail to create a new technology one-to-one marketing platform to provide it with a foundation for the next generation of customer engagement experiences in just eight weeks. In line with Mitchells’ approach to
adopting new technology that could help put the customer first, the Connecticut- based luxury apparel retailer worked with the retail technology consultancy to design the customised platform to enable digital collaboration and interaction between the sales associates and their customers. Instead of simply creating an
e-commerce site, Mitchells and ThoughtWorks worked to enhance customer service for its loyal customer base, which includes noted business magnates and heads of state.
www.retailtechnology.co.uk The ThoughtWorks team delivered
significant business value to the retailer with a customised technology platform that enables digital collaboration and interaction between the sales associates and their customers. Mitchells’ sales associates are now
able to use the platform to curate individual product recommendations with personalised communications for their valued customers. The associates embraced the new user-friendly sales tool, helping to dramatically increase overall store traffic. It harnesses the power of key product attributes (i.e. price, designer, size, etc.) and shopper history to help them give customers exactly what they want. And the added service
personalisation capabilities of the tool further solidifies Mitchells’ focus on differentiating itself as a high-touch
apparel retailer in the digital world. Employing domain expertise in
conjunction with experience design and Agile development practices, ThoughtWorks was able to design product prototypes for Mitchells executives to review on a weekly basis – allowing them to make real-time strategic design decisions based on changing business needs. Mitchells plans to continue their successful collaboration with ThoughtWorks in their pursuit of continuous innovation to enhance the customer experience. “ThoughtWorks is helping us to
re-imagine the customer experience in a high-touch, curated environment, through the use of technology. I am astonished that in eight weeks we had a functioning product adding value to our business,” stated Russ Mitchell, co- president of Mitchells.
Spring/Summer 2014 19
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