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Lenta plans location-based promotions with Zebra

We added further facts to this article on 8 September 2020.

Lenta turns its Zebra mobile self-scanners into navigation devices with software from Re-Vision and the indoor positioning specialists from Signify. Due to governmental hygiene regulations, many customers wanted to speed up their shopping in the huge hypermarkets.

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In one of its hypermarkets in St. Petersburg, Lenta is currently piloting a system that allows users of the self-scanning devices to navigate through the store. Lenta is relying on Philips Visible Light Communication for positioning. Implementation partners are the Dutch specialists from Signify. The technology is used to transmit data in the same way as the lighting in the store. Software partners are the self-scanning specialists of Re-Vision, also from the Netherlands.

The new system enables the Russian food retailer to analyse customer behaviour in more detail and to manage its staff in line with demand.  In addition, the Lenta team will also offer users of its self-scanning devices individual promotions depending on the location in the store.

Analyses to optimise staff deployment

Lenta plans to use the real-time information on customer behaviour gained by the system to control the deployment of personnel in the hypermarket in line with demand. As a next step, Lenta now also plans to integrate digital shopping lists of its customers and to navigate them through the store in an optimised way.

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Björn Weber

Björn Weber has been a journalist, analyst and consultant specialising in the retail and consumer goods industry for over 20 years. Prior to founding Fourspot, which is publishing The Retail Optimiser, Björn Weber headed the international analyst group LZ Retailytics. Previously, he was Research Director Retail Technology and Head of Planet Retail in Germany. Before that, Björn Weber was editor for IT & logistics topics at Lebensmittel Zeitung for eight years. Björn Weber is a member of the jury of the Retail Technology Award (Reta Europe) of the EHI. He is a regular speaker at events of the EHI, the NRF, industry media and the Consumer Goods Forum.

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