| Naslov: | Transforming generic flyers into tailored promotions : a case study in AI-powered grocery retail |
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| Avtorji: | ID Aljaž, Tomaž (Avtor)
ID Kosanović, Uroš (Avtor) |
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| Datoteke: |  RAZ_Aljaz_Tomaz_2025.pdf (12,52 MB)
MD5: 2EBEEB33F12E23AE224DC803CB606675
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| Jezik: | Angleški jezik |
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| Vrsta gradiva: | Neznano |
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| Tipologija: | 1.08 - Objavljeni znanstveni prispevek na konferenci |
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| Organizacija: | FIŠ - Fakulteta za informacijske študije v Novem mestu
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| Opis: | Retailers traditionally rely on generic promotional catalogues that provide identical offers to all customers, regardless of their purchase histories or preferences. This “one-size-fits-all” approach often results in low engagement and inefficient allocation of marketing resources. This study investigates how cloud computing and artificial intelligence (AI) can automate the generation of personalized promotional offers, improving both customer relevance and retailer efficiency. Using a mixed-methods design science approach, requirements were gathered through interviews with marketing and IT staff, and a recommender system was developed by integrating ERP data, transaction histories, and product attributes into a private cloud environment. From a weekly pool of over 150 promotions, including more than 600 products in promotion, the system generated personalized lists of 6–20 promotions per customer, delivered via email, mobile applications, and print-ready flyers. A 12-week randomized controlled trial involving 400,000 loyalty program members evaluated the solution’s impact. Results show that customers receiving personalized offers generated 10% higher sales compared with the control group. Moreover, a positive correlation was observed between exposure frequency and both shopping frequency and basket growth, ranging from 6% to 36%. Marketing processes were standardized, improving campaign quality and consistency while reducing manual variability. Qualitative feedback confirmed that customers perceived the offers as more relevant and convenient, while highlighting the importance of clear communication about data usage, even though privacy is formally managed through the loyalty program. This study provides empirical evidence of the measurable business impact of hybrid recommender systems in grocery retail and emphasizes the importance of transparency, governance, and trust for successful AI-driven personalization. |
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| Ključne besede: | artificial intelligence, cloud computing, grocery retail, personalization, recommender systems |
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| Status publikacije: | Objavljeno |
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| Verzija publikacije: | Objavljena publikacija |
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| Datum objave: | 16.01.2025 |
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| Leto izida: | 2025 |
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| Št. strani: | Str. [147-159] |
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| PID: | 20.500.12556/ReVIS-13049  |
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| UDK: | 004.8:339.17 |
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| COBISS.SI-ID: | 265201155 |
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| Opomba: | Nasl. z nasl. zaslona;
Opis vira z dne 16. 1. 2026; |
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| Datum objave v ReVIS: | 22.01.2026 |
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| Število ogledov: | 28 |
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| Število prenosov: | 0 |
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| Metapodatki: |    |
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