BDAA INDIVIDUAL

ASSIGNMENT

Vihang Vasa 191462

ShopKick: The power of Shopper Data

The presents a central dilemma that is faced by each every stakeholder in the shopping retail
industry that is, How to bring/Drive the customers towards the store as the biggest problem in
retail is to know the customers wants prior to the shopping experience. To know exactly what
the customer wants is a difficult task and a very tedious one at that (Salespeople, promotion
programs, etc.) Therefore it was necessary for the industry to make strides in the area of
tracking the customer needs and desires and appropriately advertise and promote them the
products that are definite to make a sale.
Bill Demas ShopKick’s CEO believed in unlocking Shopkick’s mission to “deliver the most
rewarding consumer experience anytime, anywhere.” He wished to employ technological
advances such as augmented reality and artificial intelligence to enhance Shopkick’s
entertainment value to consumers and efficacy for retailers and brands.

Vision to Reality
Hybrid beacon technology was the basis of Shopkick’s system for locating customers it
consisted of a single device that combined a beacon based on Bluetooth-low-energy (BLE) as
well as an ultrasound transmitter to communicate with smartphones through their microphones
as a back-up to the still evolving BLE technology. ShopKick believed that a “Kick” could be
its virtual currency to unlock rewards for the user, while others in the market had their own app
to locate their customers. Such user experience led to shopkick being the most downloaded app
on various different platforms.
User Experience
Shopkick’s goal was to build a mobile app that would reward shoppers for the shopping they
already do. The mobile shopping app for Android and iPhone devices would also serve to create
a communication channel between consumers and partnered brands, which was traditionally
impossible. Another unique aspect of the Shopkick app would be its ability to bridge a
consumer’s shopping experience from “couch to store,” educating shoppers on products prior
to their shopping and then incenting them to interact with those products in-store via barcode
scanning.
The addition of camera-based barcode scanning to the mobile shopping app ensured that
Shopkick could verify when a consumer actually engaged with a product in-store. This
information is incredibly valuable to both brands and retailers. They are now able to recognize
that someone has picked up their product and has it in hand, allowing them to build inventory
and promotions around these insights. Thus, Shopkick was able to connect the consumer to the
brand’s messaging and close the loop with engagement at the physical retail store.
Working of the app
Data entered through a pipeline and was made available to both the live system, which
interacted with the apps, and the analytics system that tracked business metrics and issued alerts
if something warranted management’s attention, such as if revenue or user data flow fell behind
targets, suggesting a technical failure or a problem in a partner IT system. Each pod set the
business metrics it wanted to monitor.
The live system received two kinds of data about app users: stable and persistent data such as
names and addresses; and real-time data that flowed continuously to Shopkick as the app was
used in stores, online, or at home.
Future Plans
The Shopkick app quickly rose to become one of the most used and popular shopping apps in
the US. By rewarding shoppers who scan items in-store, Shopkick’s brand partners have
benefited from incremental sales. Nielsen has identified Shopkick as the most used and the 4th
most popular shopping app in the United States. The implementation of an in-app barcode
scanner provided the mechanism to reward shoppers for their engagement, fostering superior
shopping experiences for Shopkick users. Shopkick’s app provides meaningful rewards for in-
store and online shoppers alike, driving sales for its partnered retailers in the process.
Carolinas Healthcare System: Consumer Analytics
The demand for educed operational healthcare cost and increased efficiency in meeting the
patients’ needs has made the industry to develop certain customer analytics that can be used to
gauge the consumption pattern, health history of the patient along with the crunching of
customer data easily to offer the prescribed solution without incurring any delays. The main
purpose of introducing such technology or system in the healthcare is to reduce the operational
cost of the functions and to enhance the efficiency to retain the patients’ loyalty and improving
the market image. Also, such customer analytics will allow the hospitals to manage the
patient’s data to develop the strategies that could help the CHS in maintaining the effectiveness
of the patient treatment in the long term.
Investment in Dickson Advanced Analytics
Carolinas healthcare Centre is one of the pioneer healthcare systems in the Charlotte, North
Carolina. It has developed a strong market position by incorporating the market trends and
continuously elevating the patient related services.
Research and Development, market research, technology and digitalization has taken hold of
the market, the needs for the right system incorporation into the healthcare industry has been
raised. This has made many Healthcare players to adapt the technological/Digital Platform to
crunch the customer data in developing the right segmentation strategies and effective
utilization of resources to improve the profitability and market share. Leading to sustainable
operations, satisfied customers and effective resource handling. Such need made CHS to invest
in DA2, so that it will be able to incorporate the market analytics and customer analytics into
the system while developing the communication and targeting strategies while also maintaining
the effectiveness of the services, and efficiency in delivering the right service to the right
patients. Also, the particular investment will allow CHS to get involve deeply into the market
trends allowing it to expand the service level and portfolio to penetrate effectively into the
health care segment.
Success of DA2
CHS analysed the market demand for customer analytics that will enable the health care players
to increase the market penetration and to reduce the cost structure. Also, it will allow the
healthcare players to induce the market research into the operations, leading to the right
alignment of with the objective set to achieve.
CHS invested in DA2, seeking to receive the customer analytics market research and data
management services along with personalized data techniques and data privacy.
DA2 remain the eminent player in increasing the ROI of the hospital. It offered the CHS the
data management and analytics technique that allowed it to gauge the customer patterns of
consumption and heath related precursors more deeply. For example, it generated the customer
results only on the basis of Health history, but also the environmental, social and mental factors.
This allow physicians to understand the patients ‘situation from 360-degree angle, alignment
to better understand and judge the disease and hence the treatment.