The first question is what gave us the impetus to design such a complex software …
We would like to point out that for us it is much more than software as it is a real artificial intelligence algorithm operating on big data and on a platform we own that also interfaces with a consumer-side APP.
But let us come to what represents our path and history and, why, we came to the design of an integrated and complex solution.
There are basically two reasons… the first is consumer side and just consumer side we have to be aware that the promotions when we go shopping are basically, pass the concept, always the same… Why? … Because we on rotation find all the products, all the best products and in any case all those that are in the market generally on promotion on rotation in store “A” or store “B” or store “C”.
So, if today I buy coke on promotion because it is on the flyer of my trusted supermarket or in any case in one of my trusted stores or supermarkets, when it is finished, in a few days, I can still find it inside another supermarket that is close to me or that I am used to frequent anyway and maybe … and generally it is so … even of another brand or in any case of a different chain, so I will basically always buy the products on promotion because the mechanism and the market allows me to do so ….
Then talking about loyalty cards the reasoning obviously becomes more and more complex obviously, and why? Because while it is true that the loyalty card is supposed to bring us closer to a sign, to a particular chain precisely by making us loyal, in reality the promotional mechanisms mean that we have now become accustomed to frequenting a panel of stores not necessarily from the same chain, and so we are used to buying everywhere and showing the loyalty card depending on the store within which we are.
I can give an example about myself… I have loyalty cards from stores that are part of Gros, Conad, Carrefour,Esselunga as well as I have them for other types of stores so Limoni, Desigual, Decathlon rather than Mediaworld etc. etc…
So you tell me what kind of loyalty is this ever about … I am driven to buy the products I need within the outlets I habitually frequent so much I know that product “X” when it is not on promotion in outlet “A” I will find it on promotion in outlet “B” or outlet “C” … so any consumer who has become accustomed to frequenting a very specific panel of outlets, by now is able to buy the products he needs basically always or almost always on promotion, and so at this point the fidelity card as it was designed … at least over time, has completely lost its effectiveness.
The same is also true for promotions that used to serve precisely as a lever to make people know and appreciate the products being promoted and make them buy perhaps on trial, with trials repeated over time … but today they have lost their effectiveness and basically when it goes well they always repeat the same numbers (i.e., sales results), because they have now become no longer a primary purchasing lever but something repetitive and constant over time.
By watching these short videos, you will discover how you can modernize your business with our integrated solution!