Physical-digital revolution gives customers what they want in Russia
Tailored recommendations are a great way for online companies to entice customers with additional items, which is exactly why some physical retailers have started to adopt the practice as well. One of the latest to do so is a high-end Russian supermarket called Land, which now uses interactive kiosks to create recommendation-styled grocery lists for customers who use the brand’s loyalty cards.
The touch-screen systems from Synqera, will allow customers to print lists based on their past purchases, the day of the week, time of day and other elements. This could mean beers specials at the weekend, or a list of items that are due to expire and heavily reduced towards the end of the day. Only in-stock items are recommended, and the kiosks can also help people with recipes and where to find their items in the store.
“Understanding how our customers think and like products helps us make shopping at Land a better experience,” said Ilya Shtrom, general director for the grocery chain. “Synqera’s analytics and customer personalization technology enhances the shopping experience at a critical point throughout the sales process.”
Just to complete the experience, customers will also get offered coupons at the checkout via another set of display screens. These will also be based on the day of the week and time of day. Land is currently running a pilot program for the various systems across a handful of stores in Russia.
Images: Land Supermarket