Bojan Balaž: "Data is gold, and you prefer gold to be with you rather than with someone else!"
Bojan Balaž, Business Development Manager at SmartPoint Adria agency, speaks exclusively to the Marketing Network about the new SmartApp loyalty platform, what makes it unique, and the benefits it brings to brands and consumers. The SmartApp loyalty platform will be exclusively presented at the IZAZOV 2023 forum.
Smartpoint created the SmartApp loyalty platform. What is it actually about, and what makes this platform unique?
Colleagues from the Smartpoint team in Bucharest recently developed an innovative loyalty platform primarily intended to support brands in organizing and running prize games and loyalty programs. The platform is unique in that it allows brands to more easily and quickly access the data needed to organize this type of activation. Currently, this type of data is mostly available to retailers, and brands are directed to cooperate with them. Now, brands for whom retailers and HORECA are the main sales channels will be able to start and run their loyalty activations much more independently.
What technology did you use to create this platform?
Two technologies are key - OCR and AI. OCR is a relatively well-known technology that recognizes text and numbers on scanned documents and converts them into digital records, and it's something we've already had contact with. What is key in this case is linking OCR with artificial intelligence, which completely changes the game.
The platform is therefore based on AI technology. To what extent will artificial intelligence be increasingly present in the operations of companies and agencies in the coming period? How can AI optimize our business?
It's a very hot topic these days, and many are expressing their views and expectations. I am convinced that AI will help in the smart automation of many processes and will not just be a buzzword when we talk about jobs that involve emotions and connecting people. We at Smartpoint agency try to be very specific, and the SmartApp platform is the result of those efforts.
How will this platform specifically speed up the process of loyalty prize games?
Currently, when a consumer buys a product, say chocolate, sends an SMS or otherwise a fiscal account number that is long, mistakes easily happen. From the organizer's side, someone checks everything in the backend, and when I say someone, I mean Sanja and Petar from the marketing team. With the use of AI, everything speeds up, abuses in prize games will be practically impossible, Sanja and Petar will be able to devote themselves to some more creative tasks in the marketing team, and less to go through Excel.
What benefits does the platform bring for brands, and which for consumers?
In preparation for this interview, I tested the platform and personally convinced myself of its simplicity and speed of use, which are crucial for me when I want to participate in a brand activation. To summarize, for brands: easier management of prize games and loyalty programs, they become data owners; the possibility of misuse is reduced, and costs are lowered. For consumers: easier and faster entry into sweepstakes, without having to install apps, send SMS, or email.
Why is it important for brands to own consumer data, not retailers?
I'll put it this way: data is gold, and gold is gold; you'd rather have it with you than with someone else. This platform will be presented for the first time at the IZAZOV 2023 forum. What can participants expect? Participants will have the opportunity to see in real-time and on a "live campaign" how the platform works. Our colleagues from Romania are currently running a prize game to promote sales for the Nutella brand, and all interested visitors to the IZAZOV will be able to see for themselves the benefits and innovations it brings at the SmartApp stand.
Source: Marketing mreža