Zensar Technologies, with its immense focus on the retail industry and vast experience with multinational retailers puts forth its approach in Retail Business Intelligence and Data warehousing. With researched insights into buyer behavior and the purchasing process, the marketing strategy that is developed for the retailers will be based on quantitative facts rather than qualitative indicators.

Zensar's solutions in the area of Retail Business Intelligence and Data Warehousing are categorized into the following:

1. Transaction Insight
2. Retail Analytics

 
Transaction Insight

One of the fundamental questions for retailers all over the world is, what items should be included in the inventory, what pricing and promotional strategy is the most effective, and so on. Most retailers do not have sufficient information about their customers. This lack of information is in turn detrimental to the efficient and profitable running of their business. The Transaction Insight solution explores how retailers could enjoy tremendous benefits and increased profitability by analyzing the transaction data (POS Data) rather than customer data.

 Analytical areas of Transaction Insight

• Retail Outlet Segmentation and Profiling: Store segmentation is the process of grouping retail outlets into smaller sets of outlets with greater commonality. Once stores are grouped into homogeneous segments, the distinct sales pattern is explained via profiling
• Market Basket Analysis: The behavior of high profit customers can be distinguished through the analysis of the associations in buying patterns. In addition, this also helps in formulating a business strategy in order to increase the proportion of profit customers. Market basket analysis is the process of analyzing what customers are buying together, based on the large amount of data gained over time, as customers make additional purchases
• Basket Profiling: Basket profiling gives the retailer an overview of how the general situation is, on an average, for the retail outlets and their transactions. It is done every time the market basket analysis is completed. The process of basket profiling is not a data mining model, but a descriptive exercise done in connection with market basket analysis

Retail Analytics

Zensar has significant experience in applying data research methodologies across a wide spectrum of datasets to deliver value-added pricing, promotion and retail solutions. Assisting retailers in setting effective pricing strategies through the analysis of price and/or price gap changes, trends in price sensitivity, store switching due to price, and price threshold effects; Zensar also offers its expertise in evaluating the impact that other promotional vehicles such as free products, Gift Vouchers, and direct mail have on driving incremental volume.

Some key areas of analysis:

• Category Management: Analysis of best buying merchandise and hence allows a retailer to optimize its shelf space, SKU assortment & distribution channels. Basket Analysis, Complementary merchandise analysis would be a part of Category Management
• Price Elasticity: Customer sensitivity to price changes and brand loyalty in the prism of price change is the key to developing an optimal pricing environment.
• Promotion Response:  The success of promotions/ promotion mix in driving customer sales and mapping their behavior in promotion helps retailer maximize their promotion ROI
•  Product Tracking:  Tracks the performance of introduced products in retail stores. Measuring its performance helps in fixing price points and order placement.
• Exception Reporting: Exception reporting uses statistical techniques to flag exceptions based on historical data and trends. This would serves multiple purposes, including identifying a potential problem and measuring the success of merchandising and pricing strategies