Big C is serious about implementing a customer data analysis system in collaboration with Nielsen, promoting C Smart Solutions, with the aim of helping partners improve sales while expanding the Big Card membership base to 20 million by next year.

          Mr. Asawin Techajareonvikul, CEO and Managing Director of Big C Supercenter Public Company Limited, part of the BJC Group, revealed that to enhance the understanding of consumers on a more personal level, the company has invested over 100 million baht in data analytics technology to analyze the needs of Big C customers, who currently number over 17 million members, up from approximately 12 million in the past.

          The use of technology for customer analysis will enable Big C's partners to produce products and services that better meet their target audience's needs, as they will have effective measurement tools. The company believes that long-term competition in the retail business requires a deep understanding of consumers, or as they put it, understanding them better than they understand themselves. The various customer databases obtained through the use of technology will be crucial for business operations.

          The analysis of emerging customer needs is a collaboration with Nielsen, a global data measurement and analysis company, under the name C Smart Solution. This new technology is being used in Thailand as the first country in the world. The company believes that data analysis should not only report what has happened but also analyze the relationships between various activities, allowing for the creation of models to predict future occurrences.

          Mr. Asawin stated that the company is committed to seriously investing in this area to capture every behavior of customers entering Big C through all channels, observing daily spending behaviors, at different times and locations, and how they are interconnected. This understanding allows Big C to know its customers well enough to run campaigns with various retail partners and send personalized promotions to customers. Additionally, new data analysis methods will help us understand and reach customers better, enhancing the shopping experience in terms of product selection, pricing, and appropriate promotional campaigns.

          Nevertheless, after implementing this technology to enhance business capabilities, it is believed that the membership base will increase to 20 million by next year, with the goal of re-engaging former members and expanding to new customers, while also increasing spending per receipt.

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