The venture Fund “Prostor Capital” invested about $2M in “Smart Checkout”

The venture Fund “Prostor Capital” invested about $2M in “Smart Checkout”The project “Smart Checkout”, which represents absolutely new communication channel with purchases of retail stores, received about $2M of investments from the venture Fund”Prostor Capital”. One of the main advantages of the “Smart Checkout” as a marketing tool is the exact targeting – only target audience is informed about the bonus, due to which increases conversion and feedback from the advertising company. The store receives interested buyer with a second purchase, and the brand, which has launched advertisement gets loyal clients, who will continue buying his goods.

The basis of this technology is a program-apparatus complex, which allows maximum exactly defining needs and preferences of a concrete purchaser during goods payment on the cash register of the store, and based on this data form a unique offer. The system gets information about content of the current check and ID card of a constant buyer, and compares it to set criteria of selection on the basis of various parameters: existence in the check of definite goods, check sum, payment type (by cash or via card), sex, age, purchase story. After data analysis the system defines a need of a coupon print, and to which target audience refers this purchaser, and which offer is necessary to give. Coupons are printed automatically via purchase payment on the cash register of a store, and only for those, who correspond to criteria of the concrete bonus. Thus, the purchaser gets not the abstract advertising message, and exactly adjusted with its interests and needs useful and actual information.

The company’s focus is aimed at stores of big formats – hypermarkets, supermarkets, and its direct clients are manufacturers FMCG and companies, rendering services in the segment B2C. At the moment the company has no direct competitors on Russian market. By the analogues business-model works the American company “Catalina Marketing”, technology of which is set in trade networks of USA, Canada, Japan and some other European countries and local Indian player “Intelleх Marketing”.

Aleksey Soloviev, managing director of the “Prostor Capital”: “During a long time we investigate a segment, which id so called “Offline + online”. We speak about projects, in business-models of which are both components, which give effective synergy of business-processes and salaries decrease. For example, its good example can become the online shoes store, where purchaser orders shoes via the site, and gets it at the store’s warehouse. Such approach gives a great economy on logistics and sales promotion. In case with the “Smart Checkout”, we have found not only corresponding to such parameters model, but also revolutionary for advertising market project, which radically changes representation about targeting opportunities of advertisement, and at the moment is a unique sui generic. Its segment potential is huge”.

“Amount of Russian indirect advertising market (BTL) in 2012 comprised 80.4B RUB, which 18% higher than analogues index of 2011, - comments Aleksander Shurov, director of the “Open Retail”. – This index continuously increases. However in conditions of competitive fight traditional marketing tools glitch. Modern consumer is very much spoiled by various variants of attention attraction, which simply stops responding to it. It requires to be constantly be surprised and implemented in interaction with brands, and transfer information to the addresser. This task is solved by our system. We believe that the “Smart Checkout” will be able to repeat success of the west analogue – the company “Catalina Marketing”, which at the moment influences purchases of 75% consumers in USA. Jointly with the “Prostor Capital” we will manage to widen this new format of communications with consumers in Russian retail, involving to the project new trade networks, and in future make it available on the whole territory of Russia”.





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