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Red Ant debuts retail personalisation software

Mobile retail technology specialist Red Ant has launched a new app-based system aimed at helping retailers to offer a more personalised and joined-up service across their different operating and transactional platforms.

Designed to offer a seamless shopping experience, the platform - which has been developed in partnership with tech firm Samsung - can be integrated onto mobile, tablet and desktop devices, as well as wearable technology like smart watches.

The SellSmart module is integrated with IBM Watson, an intuitive super computer designed to solve problems in real time. This enables it to access product and customer data, along with content from blogs, review sites and social feeds. So, for example, if a customer tells the store assistant their Twitter handle, the technology will pull together data to create their social profile. This could include fashion brands they follow or products and companies they have ‘favourited’ or ‘retweeted’, which is information the retailer can then use to create a personalised shopping experience.

The Service Plus function gives shop floor staff a total view of their own ecommerce, operational and sales data, as well as CRM software, to help them upsell or cross-sell, manage click-and-collect orders or check stock.

James Davey, multichannel director at Rich Insight, the consultant which helped Red Ant develop its retailer proposition, believes bricks-and-clicks need to come closer together: “It is all about the customer journey and having a connected experience, so it’s not a case of shopping with a retailer in store or online, it’s just shopping and offering consumers a truly branded experience.”

Red Ant told Drapers it believes it is currently the only European company using cognitive technology to develop retail apps. The company declined to reveal which retailers it is now working with the integrate the new technology.

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