Development of a data analytics-driven information system for instant, temporary personalised discount offers

[摘要] ENGLISH ABSTRACT: Enterprises have started including the targeting of customers with personaliseddiscount offers in their business strategies in order to seek a competitive advantageover their peers. This innovation has been made possible by the integration ofknowledge and new technology such as data analytics, mobile- and cloud computingand the internet-of-things. Along with these digital technologies, the emphasison customer experience became the distinguishing factor amongst retail outlets.A novel approach is presented in this study to create personalised discount offersduring a customer's visit to one of many participating retail outlets. It focuseson the individual customer's purchasing history, which makes it different from theloyalty programmes that are currently in use.A simulator is developed to create pseudo-customer data containing purchasingbehaviour, whereafter a demonstrator is developed which provides a holistic viewof the customer's behaviour in retail outlets. The demonstrator creates instant,temporary personalised discount offers based on the purchasing tendencies of thatcustomer across various retail outlets. The model illustrates the utilisation of customerbehavioural data to identify unique cross-selling and upselling opportunitiesto ultimately improve customer experience.The cross-selling and upselling creates opportunities for alternative revenue streamsand this study provides a business case to display the business value of this system.

[发布机构] Stellenbosch University