In the “IT Practice” program on the “Pro Business” TV channel (produced with the support of LANIT), HOFF Tech CEO Konstantin Peshekhonov spoke about the use of communications at the intersection of physical and digital spaces in retail. The expert shared his experience of combining online services with all the advantages of offline stores.
The guest of the television project discussed with the host Vladimir Vertogradov, vice president of LANIT, managing director of NORBIT, the development of an omnichannel business model for a chain of furniture and household goods stores. Three years ago, the HOFF company opened an experimental digital-format hypermarket in Moscow, where various digital solutions were introduced: electronic price tags, touch panels, self-service checkouts and much more. Today, the multi-format concept of interaction with customers is used in all stores of the chain.
Customers are no longer limited to the assortment presented on offline trading platforms. Digital services allow you to select products from an “endless shelf” presented on the company’s website and in its marketplace application. All this is complemented by popular online consultations and remote planning services for the design of living rooms. In addition, the retailer uses audio badges to monitor compliance with quality standards when servicing customers. This is a tool using machine learning technologies that analyzes the behavior of the seller at the time of communication. It is important that confidentiality is maintained — what the buyer says is not recorded by the equipment.
Konstantin Peshekhonov, CEO of HOFF Tech: “Technology and sales processes have merged so much that it is a truly seamless customer experience. The consultant meets you in the store with a tablet in his hands, with which he logs the purchasing path. By combining this information with data from audio badges, we look for insights to improve the quality of service and increase conversions.”
Watch the recording of the “IT Practice” program on the LANIT and “Pro Business” websites.
Material provided by LANIT
Свежие комментарии