Personalized Experience Through Mobile Applications in the Retail Field

• Author: Ismana-Ilisan C.M. - Petrache (Lang) B.G.
• Position: Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 35-40

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.5

PERSONALIZED EXPERIENCE THROUGH MOBILE

APPLICATIONS IN THE RETAIL FIELD

C.M. ISMANĂ-ILISAN1 B.G. PETRACHE (LANG)2

Abstract: In recent years, buying habits have seen a change: even if

traditional shopping in the store has remained the main channel, online

shopping has become increasingly important. Hypermarkets have

experienced the benefits of online commerce, but the trend is to expand

these features in the store. With a digital buy assistant equipped with

location-based personalization, a hypermarket can offer a new and

enhanced experience to customers entering the store with a smartphone.

The digital shopping assistant can be the tool that helps the hypermarket

better know the customer and develop a strong relationship with him/ her.

Keywords: digital assistant, mobile applications, loyalty.

1. Introduction

A hypermarket can create a new generation web store, where the experience and

benefits of personalization can be seen from the customer's behavio ur. Changing

customer behaviour and basket size has proven that customers will appreciate if they

are personally treated. The first major step is to give customers additional experience

when they are in the store. Knowing the exact location, new offers can be offered, not

only personalized, but localized, to offer a personalized custom product to make the

customer more committed. The platform for this experience is a customized digital

assistant application installed on the smartphone, as these devices are used by a large

number of target customers; in addition, all functions can be done with the mobile

implementation combined with a particular sensor technology. There are endless

features to reach the goal of the app and to enhance customer satisfaction, but the first

set includes the following features: call, welcome communication, push-to-person push

notifications to offer a promotional offer to the customer. Furthermore, it is crucial to

have an easy-to-use shopping list that can turn the use of your shoppi ng assistant into a

standard behaviour. With this concept and, of course, with the implemented

application, a hypermarket can collect such data from its customers that were

unavailable before. They will know when customers enter the store, how often they visit

the store, how long they stay in the store, how much time t hey spend in each department,

1 Transilvania University of Braşov, cismana@gmail.com;

2 Transilvania University of Braşov b.petrache@simausrom.com