Getting relevant and precise data about in-store customer behaviour is a challenge faced by many retailers. There are six generations of shoppers actively using physical stores day-to-day, but not all of them have a personalized experience when doing so. Forbes named CEO’s involvement in customer experience strategy as the TOP trend for 2018. Accenture has brought an interactive experience to all SBN Conference attendees, where they can see in action the possibilities unlocked by SAP Leonardo.
Spatial data from shopping carts can be gathered by using Bluetooth Low Energy (BTLE) beacons. When combined with Machine Learning (ML) for customer’s group identification we can provide real-time analytics, historic heatmaps and consumer route analysis. From IoT perspective BTLE beacons should be placed on shopping carts and baskets while receivers are placed all over the store to register the movements of the beacons. In order to collect spatial data properly a digital map of the store must be created. From ML perspective cameras are used to identify a person’s customer group while using shopping cart. From SAP perspective we have a cloud-based DB to store spatial data and a platform to build analytics on. Furthermore, it can be used as a data provider for other enterprise software.
By getting historic heatmaps for every customer group the store can improve customer experience and increase sales through directing consumer flow and providing real-time analytics for direct marketing. The solution is simple, yet extensible and easily combines with existing store layouts. Enabling efficient data gathering can help improving customer experience, but also boost in-store automation and efficiency. For example, extension to this technology can signalize about lacking carts in the store while most of them are on the parking or even drive customer experience in an “Amazon Go”-like way with adding RFID alongside with BTLE beacons.Øystein Christoffersen, Accenture, Janis Petersons - Innovations Project Manager & SAP Cloud Platform, Technical Consultant, Accenture