Technology in retail: the Data Driven Journey, with Burger King

The use of technology in retail to transform data has been revolutionizing shopping experiences and boosting sales numbers for retail companies.

And your company can also experience this revolution by following the Data Driven Journey.

This was the case with many companies from different segments that are Indicium partners, such as Burger King.

In this article, you will understand what it is, what it is for and what are the main advantages of using technology in the retail sector.

At the end, we tell you a little about our data analysis case with Burger King.

What is technology in retail?

When it comes to the market, data production appears on a large scale, making it necessary to use technology to make better use of this information, and with retail it is no different.

Technology in the retail sector arises from the need to transform the data produced into valuable information that can be used for different purposes.

The use of big data, for example, has had a revolutionary impact on retail, influencing business decisions and internal processes.

Care is needed, after all, technological assistance offers positive results when the company becomes data driven and starts to follow this journey.

What is the Data Driven Journey?

In short, the Data Driven Journey is the path that every company, whose decisions are driven by data, must follow to reach analytical maturity.

To do this, you first need to define where you want to get to. And that's exactly where the Data Driven Journey appears, serving as a map created by Indidium to help companies identify the level of their analysis capabilities.

The entire journey is divided into 5 stages that encompass the skills and challenges of each stage.

Are they:

• STAGE 1 - Pre-launch
• STAGE 2 - Launch
• STAGE 3 - Zero Gravity
• STAGE 4 - Propulsion
• STAGE 5 - Interstellar

And each of the stages presents distinct characteristics regarding these pillars:

1. data
2. technologies
3. people
4. Law Suit

What is technology for in retail?

In general, technology in retail serves many purposes, but for data-driven retail in particular, it is used both for optimizations and improvements in operational processes and for the company's growth.

This is because technology, in its broad uses, offers support for issues that are beyond the reach of human intuition, making the actions taken by the company increasingly assertive

With appropriate application, and depending on the need, the technological service for retail can be expanded to offer solutions such as:

• customer profile mapping
• recognition of the purchasing journey
• improvement of services provided
• developing more assertive strategies
  The use of technology in retail to transform data has been revolutionizing shopping experiences and boosting sales numbers for retail companies.

What are the advantages of using technology in retail?

Initially, technology emerged to reduce the error rate in operational activities. Now, these solutions have migrated to the strategic area, offering a wide range of benefits.

The analysis of data generated in sales reports, SAC, marketing actions and statements, for example, allows the consumer experience to be personalized.

Have you ever imagined, as a customer, having services that adapt to your preferences?

One of the biggest examples of this delivery is Netflixwhich uses subscriber data to offer an experience according to each profile.

But not only customers benefit from technology in the retail sector, here are some benefits that companies can derive from technological services:

• more sales, due to the evolution of the consumer experience
• increased productivity through process optimization
• reduction of expenses due to greater assertiveness in decisions forecasting customer behavior

How to implement technology in retail companies?

There are numerous occasions and scenarios in which technology innovations can be implemented in retail businesses. This adoption of a technique must be based on the institution's pre-defined needs and objectives.

Obtaining a well-established goal, after recognizing the stage of the Data Driven Journey in which the company finds itself, it becomes easier to understand where and how to implement it.

One way to identify the need for new technologies in retail companies is to rely on good analytics consultancy.

Case Indicium: how do we apply technology in retail for Burger King?

So that you can better visualize the use of technology in retail from Jornada Data Driven, we brought the case of a very special Indicium client: Burger King.

One of the largest retail chains in the world, BK has already come to Indicium with experience in data, including an incredible success story that you can hear in full in this episode of the Seal Talks podcast, about the importance of data in decision-making.

Burger King has an exemplary data collection culture, gathering information from more than 7 million customers. The company's biggest challenge was to analyze this data to have a more assertive decision-making process.

For this analysis service, BK contacted Indicium.

After identifying the stage at which the company is within the Data Driven Journey, it became easier to understand the needs involving data.

From this, there was a complete modernization of the transformation process, with the old ETL process being replaced by ELT , for better use.

Burger King teams also underwent training involving data, in order to empower other areas of the company, generating greater autonomy to extract value through technological devices.

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