Improving the customer journey in our self-scan app

Application Track:

Ready Made

Code:

REACH-2022-READYMADE-SONAE_1

Domain:

Proposed by:

MC Sonae

Entity Logo:

Summary of the entity:

Sonae is a multinational company managing a diversified portfolio of businesses.

MC Sonae is the market leader in food retail in Portugal, with a track record of over 30 years of consistent growth on the back of expanding the store footprint, managing a highly diversified portfolio of banners, formats and channels and maintaining a culture of continuous improvement and efficiency.

Summary of the challenge:

This challenge is about understanding and getting insights about the customer journey through this app, by knowing their behavior, and analyzing the rationale of their choices, their pace, and the process of buying, in order to optimize their journey by acting on these insights.

Description of the global challenge:

Our Siga app is a self-scan service where the customers begin their journey in their houses, by preparing their shopping list, which ends within the store by self-scanning the products through their visit and by paying the basket in the app. When exiting the store, a random audit to the cart can be done through coin tossing. 

This challenge is about understanding and getting insights about the customer journey through this app, by knowing their behaviour, analysing the rationale of their choices, their pace and process of buying, in order to optimize their journey by acting over these insights. We can also leverage these analyses to produce a better decision-making process to choose which customers should we audit according to their shopping cart, behaviour, profile, historical purchases, app usage, among others.

The cart item detail dataset presents a risk of reidentification of individuals by cross-referencing techniques. It might be interesting to assess the level of data protection, for example by using the k-anonymity approach. The traceability of the processes applied to data should be considered according to the GDPR data protection and can be achieved using the ProRegister Tool provided in the REACH ToolBox. 

Sub-challenges composing this experiment:

This challenge is composed of 2 sub-challenges:

  • Insights on the Siga’s customer journey (REACH-2022-READYMADE-SONAE_1.1)
  • Decision-making algorithm to audit customers (REACH-2022-READYMADE-SONAE_1.2)

Expected global results:

  1. Increase the number of customers in 10% vs the expected.
  2. Decrease the % of audit customers by 20% and increase the accuracy rate of unconformities in 20%.

Insights on the Siga’s customer journey

Code:

REACH-2022-READYMADE-SONAE_1.1

Summary of the sub-challenge:

In this challenge the goal is to understand the customer behaviour through their Siga journey and get insights on what actions should we do to make it simpler and optimized.

Description of the challenge:

The Siga app is part of the digital strategy of the company and therefore we have a goal to increase its usage in terms of regular customers. We can only do it by understanding the customer behaviour through their journey, pain points, types of usage, rationale, etc. Getting these insights will allow us to adapt the journey, acting over real data and algorithms.

We can also learn which are the real benefits for each type/range of customer and keep working in their engagement by evolving the app and its user experience and features. We do have a vast amount of data that can be analysed to produce valuable insights of every single piece of the customer journey and act accordingly.

Expected outcomes:

Increase the number of customers by 10% vs the expected.

Decision-making algorithm to audit customers

Code:

REACH-2022-READYMADE-SONAE_1.2

Summary of the sub-challenge:

In this challenge the goal is to produce a decision-making algorithm to decide which customers should be audited in the end of their journey with Siga.

Description of the challenge:

The Siga app aims to be a self-scan service to optimize the customer journey (being faster) and engage them with our brand, by connecting with them through their entire buying process. On the other hand, being a self-scan service there is always a need to control the shrinkage of our stores by auditing some customers and confirm exactly if their real basket matches with the digital and scanned items.

This is the real challenge: be accurate on the customers that for some reason have more items than those who were really scanned and therefore should be audited to avoid shrinkage.

Expected outcomes:

Decrease the % of audit customer in 20% and increase the accuracy rate of unconformities in 20%.

How do we apply?

Read the Guidelines for Applicants

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