Data mined from the group’s rewards scheme feeds sophisticated AI models that optimise operations and pricing.
, which both make use of the Xtra Savings rewards programme, leans on the data collected via the scheme to gain insights into customer behaviour and inform the group’s strategy for increasing sales.
The Xtra Savings rewards programme, which was launched in 2019, is the largest loyalty programme in Africa Business units within Shoprite and external suppliers are given an “insights-as-a-service” view of the 31 million Xtra Savings customers via a custom-built platform called Rex. By personalising offers, it said, the group is able to meet consumers’ needs and make groceries more affordable.Big data and AI tools are not only being used to personalise the shopping experience on the customer side; they are being used to drive operational efficiencies, too.
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