GfK Launches AI-based Shopper Intelligence Tool

GfK and Segment of One (SO1) have jointly developed an artificial intelligence-based solution called Attribution+, to enable grocery and drugstore retailers to gain intelligence on shoppers.

SO1's AI analyses customers' purchase histories and calculates the right combination of product, discount and time that will persuade a customer to buy a product. GfK and SO1 entered a worldwide partnership earlier this year, providing the former's clients with access to the latter's grocery retail AI targeting engine, which has been added to GfK's loyalty card data portfolio.

Attribution+ can analyze a shopper's purchase behaviour at one retailer and infer behavioural and socio-demographic attributes; while allowing retailers to enrich loyalty card data with insights from the GfK Consumer Panel. The solution uses SO1's machine learning technology to process the sample from the panel, and link shopping behaviour to attributes. AI is then used to predict the attributes of any new shopper profile, without the need to match the data of individuals. The new solution also overcomes the limitation of loyalty card data; providing retailers with the ability to assess from which competing retailers their shoppers also buy.

Distributed exclusively via GfK as an onsite software, the new solution is initially available in Germany, the Netherlands and Poland, and will soon be ready for roll out in the other countries that run a GfK Consumer Panel. Marc Knuff (pictured), GfK Global Retail Director, comments: 'Attribution+ is the perfect add-on to GfK's loyalty card data portfolio and will drive the business of GfK clients.'

Web sites: www.gfk.com and www.so1.ai .