Optimisation of retail network and customer base managing

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The internet-hypermarket Utkonos is engaged in trade of food and related products.The retailer provides delivery of products, baby products and household chemicals, products for animals and much more in Moscow and a number of districts of the Moscow region.

Problem
Problem
  • identification and profiling of customers
  • evaluation of the location potential for sale points
  • search for potential buyers of its product line,
  • super targeting and look-a-like modelling of the target audience
  • turnover prediction
  • measurement of conversion for advertising campaigns in the targeted actions (eg. visits or receipts)
  • omni-channel advertising campaigns planning
Solution
Solution

oneFactor platform has already managed to be tested by Russia's largest seller of products on the Internet "Utkonos". The company’s platform has identified consumers productomat* of the network "Utkonos". The analysis revealed that 55% of orders are made with delivery to productomat in the immediate vicinity of the work and only 15% of orders - near the homes of buyers. This is due to the fact that customers-motorists do not want to spend time after work to visit the store or wait at home for the courier. The average receipt of the order in productomat near workplaces is larger in the average of 20%, due to the reluctance of customers to order large quantities of goods without the ability to deliver them quickly to the fridge.The core of the target audience using productomat are women aged among 25-45 years with income above the average for Moscow.

In the next stages of cooperation to increase the target audience coverage is planned to optimise the existing productomat of "Utkonos" network in accordance to the basic pattern of their use and to develop personalised offers for each customer based on behavioural characteristics and run omni-channel advertising campaigns in order to optimise the advertising budget while maintaining performance in scope and conversion.

Effect
Effect

oneFactor platform is already helping both online and offline retailers to improve the efficiency of their business in many directions: ranging from the optimisation of its own network and customer base to managing through the recommendation system based on the combined data analytics retail and other industries.

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Tatiana Ivanova
Tatiana Ivanova
Project manager of productomat of "Utkonos"

Today, new technologies for the retail sector is not a fashionable know-how. It is a survival tool in a competitive market. Retailers are increasingly asking questions - how to measure the effectiveness of marketing campaigns, determine the portrait of target audience, and to use targeting, select the optimal location for the opening of the outlet, calculate the conversion from offline-channels, forecast demand and affect the increase in sales. The oneFactor platform helps to solve all these problems. We want to use the maximum capacity and high-tech solutions to predict the needs of our customers and respond to their changes in real time.

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