Customers of DNS, one of Russia’s largest electronics retailers, will be able to use a custom unique interface based on Start for DNS Android users, allowing them to gain fast access to their favorite and most frequently used applications and functions.
What’s more, they will also receive unique offers and services especially tailored to them. DNS will use this as a standard interface across some of its devices.
As part of its partnership with DNS, Celltick, a global leader in mobile initiated commerce, will create the custom unique interface based on Start for DNS Android users.
Start is a next-generation intelligent Android interface that provides interactive functionality on the Startscreen of the device. With this new interface, DNS users will be able to receive personalized Startscreens, which give them a quick view into a variety of news feeds, personalized social media feeds, local weather, etc.
Start’s adaptive recommendation engine uses big data technologies and collaborative filtering techniques, and provides a personalized experience and on-going recommendations based on users’ behaviors.
Ramgopal Vidyanand (Anand), VP Corporate Marketing and Business Development, Celltick, told Loyalty360 that users will gain access to an intelligent interface out of the box that can be personalized by them.
“They also get all the advantages of the Start interface,” Anand explained. “The custom interface will differentiate the DNS phones and would allow DNS to be able to provide additional value to their users and create brand loyalty while providing unique offers.”
What makes it unique?
“Customization of the Start interface for DNS, as well as the unique lifecycle management that we will do for the manufacturer, will make it unique for DNS users,” Anand said.
What metrics will be used to measure success?
Customer Satisfaction, utilization of the startscreen and the device as well, and monetization.
How will this impact engagement and, ultimately, customer loyalty?
“The idea is that users would be able to better use their devices with the custom interface, thereby getting better value from their DNS devices,” Anand said. “Users would also get unique value propositions from DNS that will enable them to get additional value. This would thereby increase brand loyalty.”
At the start of 2014, DNS owned 718 shops across 250 cities in Russia.
With this partnership, Celltick continues to expand its reach and make Start a widely accepted intelligent interface for Android devices. In 2013, Celltick powered billions of mobile-initiated commerce transactions for virtual and physical goods, serving more than 110 million users in 25 countries.