SUNConferences, 29th Annual Conference of SAIIE

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DEVELOPMENT OF A DATA ANALYSTICS-DRIVEN SYSTEM FOR INSTANT, TEMPORARY PERSONALISED DISCOUNT OFFERS
Zandaline Els, James Bekker

Last modified: 2018-10-09

Abstract


The innovation of targeting customers with personalised discount offers has been incorporated into business strategies in order to ensure a competitive advantage amongst peers along with ensuring customer experience. In this article, a demonstrator model was developed which provides a holistic view of an individual customer’s behaviour in retail outlets. The demonstrator creates instant, temporary personalised discount offers based on the purchasing tendencies of that customer in retail outlets. The model illustrates the utilisation of customer behavioural data and data analytics to identify unique cross-selling and upselling opportunities to ultimately improve customer experience. This article also includes the architecture of the proposed model along with the results from the demonstrator model.


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