Krasnodar, Russia (October 21, 2021): The Company is piloting audio analytics to assess the level of service in stores and then roll out the best practices. Its performance during the course of the test will be judged based on turnover uplift: the tool will evaluate the impact of communication on sales and highlight the most successful practices.

The technology uses a specially made staff ID badge with an integrated microphone that records the employee’s speech. The system then transcribes it and analyses whether the employee conforms to scripts and service standards, evaluates their consulting expertise, compliance with sales techniques, and excellence in offering promotional goods, as well as overall service quality.

The audio analytics technology is being piloted in Magnit Cosmetic stores in Moscow and Krasnodar. The Company specifically selected stores with different sales performance for the pilot in order to discover the best cases, outline growth points, and identify mistakes in service. Unlike the mystery shopper, the technology allows assessing employees’ performance during their entire working time. Importantly, staff’s personal conversations and discussions with colleagues, as well as customers’ responses, are not monitored and are removed fr om storage.

Magnit pays great attention to creating the best experience to enable customers to make the most out of their store visit and enjoy fast and convenient shopping.

Eduard Iryshkov, Director of Retail Technology Department at Magnit:

“Today, more and more in-store services focus on the ‘experience economy’, wh ere the customer doesn’t just get a good value for their money, but also enjoys shopping at the store and talking to friendly consultants, receives comprehensive information about the products, and is able to use novel technologies to facilitate product selection and checkout. Based on this pilot, which will end early next year, we plan to identify practices that will enable us to maximize the benefits from our customer interactions for everyone.”

Today, the Company is also using audio technologies in logistics. Pick-by-Voice enables warehouse operators to free up their hands and eliminates visual distractions, since it works via a headset that operates in tandem with speech recognition software.

Magnit starts piloting audio analytics to imrove service in stores