«VELYKA KYSHENYA» COMPLETED THE PROJECT OF THE ANALYTICS AND CUSTOMER SEGMENTATION TOGETHER WITH EXPERTS OF DATAS TECHNOLOGY

One of the largest Ukrainian food retailers “Velyka Kyshenya” and DATAS Technology have completed a joint project of analytics and customer segmentation of the ” Velyka Kyshenya.” The main goal of the project – to offer the right product to the right segment, at the right time and always with a profit for the business.

“We set experts DATAS Technology the ambitious goal – to understand what product is needed for each particular customer in the nearest future, – says Lyudmila Mischenko, Head of Marketing Department of ” Velyka Kyshenya.” – The criteria of the project success for our company are: the identification of promising and unpromising segments, increasing the efficiency of planning and utilization of commodity groups, to identify the most effective ways of communication with each segment and the corresponding restructuring of communication and service processes for different segments.

Through the identification of segments and needs of customers in these segments, we expect to increase the level of response of the target communication in 30%, 50% reduction in the cost of non-targeted communication, increase brand loyalty due to forecasting of the needs and desires of our customers. ”

“This project combines two areas – the innovative technologies that allow to analyze massive amounts of data, and modern approaches in marketing and communications, – says Sergey Tarasenko, president DATAS Technology. – “Velyka Kyshenya” is one of the largest Ukrainian retailers, their network includes more than 50 shops, the customer base includes hundreds of thousands of people.

For the analysis and further segmentation DATAS Technology experts use IT solutions to efficiently process, analyze and visualize the Big Data. We are processing all sorts of data about customers and sales, which has the Customer -. personal data from loyalty programs, purchase history, product catalog, marginality of goods, stock inventory, etc. Our experts are familiar with the tools of modern technologies to make the segmentation of the existing clients’ base and product catalog, describe the customer portraits, modeling the various strategies. As a result our Customer gets ready to implement strategy for each segment.

Ina simple words, this process can be divided into five stages:
1) basic segmentation (which includes segmentation of term of customer, with segmentation by activity and socio-demographic data)
2) segmentation by product preferences
3) search for complementary products
4) customer preferences for defined brands, and
5) the development of cross-selling strategies based on all the data of the previous stages.

Currently, DATAS Technology provides the project’s support with the post-analyzing and evaluation of hypotheses. The goal – to work out and run the most efficient ways on a regular basis for clients, who drop down to inactivity.

Retailers and e-commerce are showing the greater interest in their client database analytics and forecasting the future behavior of different segments. Following the big players the smb segment of retail begin to segment it’s customers, which also has significant customer bases and have accumulated large amounts of customer data. Our Customers are: Internet and telco operators, medium and small retail networks, banks, insurance companies, e-commerce.