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Russian “anti-showrooming” service Synqera, which helps retailers upsell their products to their customers, announces that they are launching a pilot program with Russian retailer Ulibka Radugy. Ulibka Radugy has 291 stores in 10 regions across Russia, so this represents a significant partnership for Synqera, which offers a comprehensive system to help retailers to combat showrooming (a practice in which shoppers come to examine or test out products in a physical store and then go online with their smartphones and purchase the item from a different retailer). According to information provided by Synqera, their technology will be selectively introduced to Ulibka Radugy stores beginning in July.
The company tells us that customers will encounter the proprietary facial-recognition software at the point of payment within the store. We went into much more detail in our post a few weeks ago, but in this case they are unveiling a system which will combine the facial-recognition, data obtained from the customer’s loyalty card, and the items in their basket to offer the customer a personalized profile on the touchscreen display in front of them. The team behind Synqera certainly does not lack ambition as they say that they hope to use Big Data to track weather conditions, age and gender of the customer, local events, and purchase preferences to basically make the shopping experience in physical stores about as personalized as possible.
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