Artificial intelligence help on retail customer interface

Sao Paulo-the use of artificial intelligence and big data in managing the relationship with the consumer is beginning to be part of the day to day retail, generating significant increments in the indicators. In some cases, the adoption of analytical and offer custom segmentation secured a 10% growth in average ticket and 6% in the frequency of ida stores.
The data were reported by Propz, company specialized in the use of technologies in consumer relationship management (CRM), which has clients like the streak Drogasil, Ceconsud and Ipiranga. The COO and founder of the company, Israel Nacaxe, explains that the increase in the ticket and the frequency are average values recorded in the more efficient campaigns made with partner retailers.
The growth of indicators takes place to the extent that retailers can analyze in more detail the behavior of your customer, offering more promotions probes-which, besides generating a greater propensity to purchase, improve customer loyalty.
"In practice, our system connects to the retailer, accessing all tax coupons and analyzing purchasing behavior and more frequent products baskets," he explains. From the data, the tool of Propz can identify items that have greater or lesser elasticity and that can be placed on sale. In addition, when the sale is identified (that is, when the client is registered on the basis of the store and identifies with the CPF), the solution can analyze the purchase history and offer custom offerings. "If we have contact information, such as email or phone, we can go further and trigger promotions at the best time for each consumer. We analyze all sales information and automated way, with the use of artificial intelligence, we can identify client client the best time to get in touch with him. "
Segmentation
One of the slicers that the system of Propz performs is between customers who are already loyal to the network and the undecided. The Division is important to decide what type of promotion that will be offered for each. "If the network offers a rebate to a consumer who is already decided to buy she's losing margin for nothing, because he'd buy anyway. For this client, you need to do deals in categories or brands with higher prices-seeking an increase in the average ticket, "he says.