DM is an innovative leader and early adopter
Drogerie markt DM is an innovative leader in Slovakia and continously invests in the modernization of its branch stores, branch network development as well as assortment, logistics, digitization and IT infrastructure. In order to get to know its customers in more detail and to optimize the shopping experience, DM has decided to implement an in-store collection and analysis of customers' shopping trajectories and dwell times in a number of selected stores. To map customer behavior, DM has sofar used standard tools such as consumer surveys, mystery shopping, internal divestiture data analysis, including transactional, market data.
Pygmalios chooses BlooLoc
Pygmalios, a young and dynamic analytics company from Bratislava (Slovakia) got convinced about BlooLoc's yooBee indoor positioning in the summer of 2015. "Once we tried out BlooLoc's solution in a real supermarket, we saw how good this sensor-fusion approach was performing!", says Igor Pavelek, COO and co-founder at Pygmalios. "The installation of the yoobee infrastructure in the supermarket took only 2 hours, and no fingerprinting or calibration was needed! It was also very accurate, so we could use this as a reliable input for our customer behavior analysis."
Pygmalios introduced yooBee in a Proof-of-Concept at 2 DM stores in Bratislava, to demonstrate the results that could be obtained from monitoring customers' trajectories and dwell times during their visit. As DM stores are lighted with spots, Pygmalios has designed a special bracket to mount the yooBee Sensors in a tilted way next to the spotlights, such that the solar panel of the yooBee Sensors gets enough light to recharge the batteries.
yooBee in 42 stores of DM Slovakia
After this Proof-of-Concept in Bratislava, DM was convinced to further expand this analysis into multiple stores. Pygmalios partnered with Slovanet to manage the roll-out in 42 DM stores all over Slovakia. A total of 44 yooBee Basestations and about 530 yooBee Sensors are installed, while 880 shopping baskets are equiped with yooBee Keyfob Trackers. The total deployed store area that is covered with yooBee technology is 14.355 m2.
Lúbomír Franta, Sales manager at DM
"We decided to use Pygmalios Analytics because it provides us with a quality analysis tool. We are constantly looking for opportunities to improve service, secure a comfortable purchase in a comfortable modern environment. Based on Pygmalios Analytics we will be able to manage the local marketing activities even more effectively, depending on the frequency and intensity of traffic, to monitor customer migration and loyalty, and to better evaluate the individual shop changes. Evaluating customer movements and their spending time in individual sales areas will help us make it easier to decide how to organize individual categories within the store for the benefit of the customer. Last but not least, we believe that this service will also provide cost optimization."
Milan Novota, general manager at Pygmalios
"Our innovative metrics and behavioral analytics will provide DM drogerie markt with information on changes in customer buying behavior and uncover shopping tips. Based on high-quality, real-time data, the client can more effectively plan work changes and inventories."