Magnit announced the introduction of individual offers for buyers, drawn up using artificial intelligence systems.

According to the company's press release, the introduction of consumer value consumption tools (CVM) using AI systems will take place in 2022.

Thus, Magnit will completely transform the mechanics of generating personal offers and will switch from manual management of segment promotional campaigns to an automated system created in cooperation with the American company Boston Consulting Group.

“Thanks to the international developments of BCG, with the launch of the algorithms, Magnit will become one of the first retailers in Russia that will be able to operate thousands of unique promotional campaigns every day. CVM IT systems will be integrated with existing tools, and the entire transformation will take place within the Company, which will minimize costs and accelerate the launch of a new approach, ”said Lyudmila Podyapolskaya, Head of Customer Value Management and Customer Experience at Magnit.

Personalized offers will be created based on the data set of the Magnit loyalty program. According to the company, this year there are about 55 million holders of loyalty cards, the share of purchases using cards exceeds 65% in sales.

Today, unified offers are generated manually for segments of more than 100 thousand buyers - we are talking about downloads, message creation and analytical operations.

The retail chain claims that the new system will automatically determine audience segments based on hundreds of parameters over the entire period of interaction with the client, automatically create offers for a wide variety of groups, and conduct daily performance assessments.

In addition, dynamic segmentation will allow you to create offers for each campaign. Self-learning algorithms will select the optimal products, discounts, coupons and bonuses for buyers at the right time through a mobile application, push notifications and other information channels.

bbabo.Net