The upmarket LAND grocery store has introduced a loyalty scheme initiative that harnesses data analytics to offer customers personalized shopping suggestions, coupons and recipes.
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Online consumers are by now used to getting suggestions of items they might like based on complicated algorithms that take into account their previous purchase histories, browsing data and the buying patterns of other customers, but this technology is lacking from brick and mortar stores. However, Russia’s premium LAND supermarket has now introduced a loyalty scheme initiative that harnesses data analytics to offer customers personalized shopping suggestions, coupons and recipes when they first walk into the store.
Using systems developed by Synqera — which has previously been featured on Springwise for its emotion-detecting checkouts — the new pilot scheme places touchscreen kiosks at the entrance of select LAND grocery stores, where customers simply scan their loyalty card to receive a printed token with their personalized recommendations. According to PSFK, each list is based on users’ individual shopping histories, the time of day they enter the store and real-time stock levels. For example, customers may be recommended a certain type of beer based on their previous buying habits and if they’re shopping on a weekend. The print-outs also deliver tailored coupons, themed shopping lists, recipes and information about the branch they’re in.
Much like the Hellmann’s Brazil smart shopping carts — which used NFC technology to deliver recipes to customers depending on their position in the store — LAND hopes to give shoppers the kind of bespoke shopping experience they’ve come to expect from online retailers. Are there other ways to introduce smart tech onto the high street?