Discounts customization: why such a complex software

The first question is what motivated us to design such a complex software ... We would like to clarify that for us it is much more than a software as it is a real artificial intelligence algorithm that operates on big data and on a platform we own that also interfaces with a consumer-side APP.
But let's get to what our path and our history represent and, for what reason, we arrived at the design of an integrated and complex solution.

The first question is what motivated us to design such a complex software ...

We would like to clarify that for us it is much more than a software as it is a real artificial intelligence algorithm that operates on big data and on a platform of our property that also interfaces with a consumer-side APP.

But let's get to what our path and our history represent and, for what reason, we arrived at the design of an integrated and complex solution.

The reasons are basically two ... the first is the consumer side and the consumer side we must be aware that promotions when we go shopping are basically, once the concept is passed, always the same ... Why? … Because we rotate to find all the products, all the best products and in any case all those that are on the market generally in rotation in the shop “A” or in the shop “B” or in the shop “C”.

So, if today I buy the coca cola in 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 will be finished, in a few days, I will still be able to find it inside another supermarket that is close to me or that in any case I am used to frequenting and maybe ... and generally it is ... also of another brand or in any case of a different chain, so I will always buy the products in promotion because the mechanism and the market allows me to to do it ….

Speaking of loyalty cards, the reasoning obviously becomes increasingly complex, of course, and why? Because if it is true that the loyalty card should bring us closer to a sign, to a certain chain precisely by making us faithful, in reality the promotional mechanisms mean that we are now used to frequenting a panel of points of sale not necessarily of the same chain, and therefore we are used to buying everywhere and showing the loyalty card according to the point of sale in which we are located.

I can give an example about myself ... I have loyalty cards of the points of sale that are part of the Gros, of the Conad, of the Carrefour, oflong S as I have them for other types of shops then Lemons, Desigual, Decathlon rather than Mediaworld etc. etc…

So tell me what kind of loyalty is ever this ... I am pushed to buy the products I need in the stores that I usually frequent so I know that the product "X" when it is not being promoted in the store "A" I will find it on promotion in point of sale "B" or in point of sale "C" ... so every consumer who has become accustomed to frequenting a specific panel of points of sale, is now able to buy the products he essentially always or almost always needs in promotion and therefore at this point the fidelity card as it was designed ... at least over time, it has completely lost its effectiveness.

The same also applies to promotions that served as a lever to make known and appreciated the products being promoted and to make them buy perhaps as a trial, with tests repeated over time ... but today they have lost their effectiveness and substantially when it is good they always repeat the usual numbers (ie turnover results), because they have now become no longer a primary purchasing lever but something repetitive and constant over time.

All chapters of: Loyalty 2.0

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