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Migros tests the personalized shopping at the Computer

we assume that a customer buys at the Migros every Saturday for a pack of smoked salmon for the Breakfast table on Sunday morning. It would be convenient for him, a seller would press the fish on Saturdays directly at the entrance to the store in the Finger. So in the new online shop of Migros works with the name "My Migros". There, our example is customer behavior at the time of his purchase quickly once each on Saturday, on top in the assortment of smoked salmon displayed.

"My Migros" is a new pilot project of Migros Aare, in the area of online shopping, currently only about 200 selected customers in the Bern area available, such as the portal reported. The basis for the platform, the individual purchasing routine of the customers, measured in the Cumulus data. In this respect, the new Shop is also a further test of the Migros to monetise the Cumulus data.


"My Migros" shopping will not be displayed to customers but only those products prominently, the shopping often. The algorithm also appreciate when the products would be needed, and sort them in the online shop accordingly, says Andrea farmer, spokeswoman for the Migros Aare. An example: If someone buys toilet paper, it predicts enough of the System, how long the purchased package size. After this period, the toilet paper shows it in the online shop automatically back up. Products the customer buys are hardly ever to be found, such as in the ordinary course of the online shop via a search function.

the objective of this project, which has been running since August, but has so far been publicly communicated, is to simplify the customer shopping. The Migros advertises a "lightning-fast" shopping that was done in only 10 minutes. To lure new customers in the online supermarket and existing customers to bind. It is currently being tested, mainly the customer's acceptance, as Bauer says.

Details of the experience will be made known to the Migros in the next few weeks. This should not, ultimately, for the benefit of the only in the cantons of Berne, Aargau and Solothurn operating Migros Aare, but of the whole Migros group. For this reason, the Migros Aare not understand your project as a competitor to the existing online shop, Le Shop. Because you want to test the idea behind "My Migros" quickly and the project should remain flexible and agile, I decided to test it as a stand-alone solution, explains Bauer.

the preliminary findings are positive. According to Bauer, more than half of the first customer using the online shop again. Already the changes are partially included in the platform, Amigos. Amigos, Migros announced your program, in which private individuals bring to the Migros customers, their purchases home. There, most recently, to select the analog "My Migros", favorite products, which are then displayed in the shopping prominent.


deliver Selected and the "My Migros"shopping in the Shoppyland store to be Packed – because there is a wide range to choose from. From Schönbühl, you will be placed in a Central office in Bern and then go by Bicycle courier to the customer.

For the Transport by E-cargo bike, you have not only for environmental reasons. It is also important to gain experience with new delivery models to the last mile. Thus, the customer can specify, for example, a time window in which the package is delivered.

The delivery by E-cargo bike ownership, of course, especially for urban areas, admits Bauer. As the purchases in rural regions would be to the customer – should be rolled out the offer once on a large scale, lets you open.


Created: 14.03.2019, 08:01 PM

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