Russian mobile operator MTS has launched a pilot project on the use of big data analysis for the expansion of its retail chain. By the end of this year, the operator will open 10 shops in Moscow, the locations and formats of which will be defined using the big data technology.
The multi-factor analytical system has been designed by staff of MTS to choose the offer of goods in the shops. The system enables the company to analyse pedestrian traffic in certain areas without using personal data. Types and OS of end-user devices, transaction points, time spent in the area, voice and data traffc used, most popular internet resources and other factors will be taken into account. The size of the shop to be opened, the amount of employees, as well as the structure of services offered will be defined in this way.
Initial results of the data analysis have shown unexpected results, with indications that outlets should be built in locations not previously taken into account by staff responsible for the development of the retail chain.
At the end of the first half of this year, MTS owned 5,700 shops across the country, up by 30 percent year-on-year. The operator has started cooperations with Beats, Celly, Meizu, BQ, Highscreen and Prestigio since the beginning of this year. Sales of devices from Huawei, Samsung, Asus, HTC, Alcatel, Philips, JBL, Sennheiser, Plantronics and Jabra all increased this year.
