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DAVI and NielsenIQ platform offers customized shopping

A TECHNOLOGY called the Advanced Analytics Platform (AAP) will soon allow Robinsons Rewards loyalty members to customize their shopping experience.

The platform will be using consumer insights to present the right products in the preferred price range and use appropriate marketing campaigns specific to each Robinsons loyalty member.

It is a project between Data Analytics Ventures, Inc. (DAVI), a JG Summit Holdings, Inc. subsidiary, and consumer research firm NielsenIQ.

Already tried and tested in clients in Thailand and Hong kong, the platform is said to be the first of its kind in the Philippines.

“The AAP provides deep insights into shopper behavior over time — all calculated over time. We are thrilled to be able to introduce the platform to the Philippines with DAVI, and to put shoppers at the heart of decision making to drive growth for Robinsons and brands alike,” NielsenIQ Consumer Intelligence in Asia Executive Director Alex Morgan said in a statement.

DAVI Chief Executive Officer Jojo Malolos emphasized the need to uncover the everchanging shopping behaviors of Filipinos using data analytics.

“Through loyalty data, we are able to understand the spending habits of our shoppers and connect the dots to identify new programs to enrich our customer’s lives. These insights can immediately be acted upon through personalized campaigns tailored for specific individuals,” the official said in a statement. “It will be able to provide customized and relevant offers to its shoppers.”

The platform will also provide merchants with an easy to use system, allowing them easy access to the insights and research prepared by DAVI.

Robinsons Retail Holdings, Inc. President and CEO Robina Y. Gokongwei-Pe said the platform would help “make stronger, relevant and more responsive marketing and merchandising recommendations.”

The system is designed to help retailers collaborate through sharing insights and coming up with market plans to better serve their shoppers.

“Through this collaboration, we will be able to enhance the development of products and services to meet the needs of Robinsons Rewards members,” Ms. Pe said. — Keren Concepcion G. Valmonte

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