Işıl Öztürk: As Migros, our goal is to shape the future of retail with the data we’ve gathered from the past through our work. Our biggest partner on this journey is Obase. When we started this journey with Obase, we launched our work with their strategy tool. In this context, we actually took one of the biggest steps in this roadmap about 15 years ago. We launched the MiO (Migros Intelligence Office) application. Our goal is to make our data transparent and to enable all our business units to access data very easily. Here, we first touched the field. We gave all our store managers an iPad. With these iPads, our aim was to enable our store managers to leave the office and manage their days, to spend more time with customers, and to monitor the applications in their stores. Therefore, these iPads we provided have transformed into an application that touches every unit within the company today.
Could you describe how you manage your day with MiO?
Gökhan Cörüt: Retail operations are, of course, real-time and day-to-day operations, and the difficult part is that the work has to repeat itself every day. That means you need to look at the same numbers and details frequently every day. The day you stop doing that, you unfortunately fall behind in the competition. That’s why I honestly see MiO as a personal assistant that I keep with me every morning.
Dilek Cörüt: MiO is completely at our center of attention. Because, first and foremost, it provides us with immense convenience by allowing us to access all the data we, as a retailer, could have – all the topics related to sales, losses, and inventory management – with a single click.
Efecan Yozgat: Thanks to MiO, we can significantly reduce the time we spend creating reports. This allows us to dedicate more time to our other daily tasks and enables us to conduct more detailed and in-depth analyses.
Veysel Şengöz: MiO greatly benefits us in terms of planning the day and preparing in advance. We have access to a lot of data the day before, we see many reports, and it gives us strong feedback, especially regarding tactical plans for the next day.
Which screens do you utilize in MiO in terms of marketing strategy?
Gökhan Cörüt: Our guiding star is the customer. We have to act according to how the customer wants to see us and what their expectations are. MiO provides us with significant advantages in this regard. Being able to quickly and accurately access product sales information and understand customer expectations through customer experience screens gives us a competitive advantage.
Efecan Yozgat: As a marketing tool, we particularly track KPIs such as turnover, profitability, market analysis, inventory, availability, and order fulfillment.
Emre Ceylan: Using these menus to analyze the results of marketing projects and KPIs, making these results more meaningful from big data, and using them with visual support, gives us advantages in terms of both time saving and efficient use of resources.
Veysel Şengöz: Our customers’ requests are particularly beneficial in terms of price management. We can benefit from sales figures regarding product trends. We can improve our business strategy by seeing what we can do together with retail from each report.
What are the differences created by tracking KPIs through MiO?
Gökhan Cörüt: Of course, we are in the retail business. Our most important KPIs are sales and inventory management. And on the sales side, it is very easy for us to understand whether our stores are providing the right service to the customer on a store-by-store basis and to take appropriate action. Especially with MiO, it’s very advantageous to be able to use sales per customer, the number of products included in a receipt, and the interactions between the products a customer buys, and to quickly interpret this with other stores.
Dilek Cörüt: Before MiO, we actually spent more time and effort accessing many reports. Now, thanks to MiO, all the data we need is at our fingertips with a single click. We effectively use MiO’s reporting to analyze all our performance throughout the day, monthly, compared to the previous day, or in the analysis of other products, or in the analysis of a campaign or process we have undertaken.
Veysel Şengöz: We have KPIs that we set at the beginning of the year. These KPIs allow us to track how far or how close we are to our target every day. All our reports are fundamentally based on these KPIs. We request them specifically for these, and we can see them all at once. This allows the whole team to continue on our path in a focused manner.
How does MiO benefit you in managing your stores?
Dilek Cörüt: When managing stores, MiO is extremely important for seeing the store’s current state, how future situations and campaign mechanics are designed according to its budget, or for making comparisons with other stores.
Gökhan Cörüt: The most important advantage in our store visits or meetings is that we speak a common language. No one has to interpret different figures from different perspectives. When we open our tablets, the report cards we all see are the same.
Veysel Şengöz: MiO is an indispensable guide for us.
Işıl Öztürk: Our next goal is to accelerate analytical work along with our strategy implementation. Today, we want to have the opportunity to teach our AI bot our past data to see how our presence will be, and how this will affect our sales according to which criteria. In the coming period, we aim to make new developments in the retail sector with our AI bot and to be a leader in the sector.
Migros’ Journey to the Future of Retail
Migros is a company that aims to shape the future of the retail sector by offering innovative solutions. In this journey, it aims to make a difference in the sector by taking strategic steps together with its biggest partner, Obase. One of the most important steps in this process is the MiO (Migros Intelligence Office) application, which Migros launched approximately 15 years ago. Thanks to this application, data transparency has been ensured and business units have easy access to data. Migros adopts a customer-centric approach, effectively using technology to understand customer expectations and create a competitive advantage.
Technology in Store Management
Migros provides store managers with iPads, enabling them to spend more time in the store and interact with customers. Thanks to this technology, store operations are managed more effectively, and the repeatability of daily operations is ensured. The MiO application provides store managers with quick and easy access to information on sales, loss, and inventory management, ensuring more efficient daily operations.
Data Analysis and Reporting
Migros accelerates its reporting processes through the MiO application, allowing employees to dedicate more time to other tasks. The application provides access to a wealth of data in advance, assisting in the preparation of tactical plans. This makes the results of marketing projects more meaningful and presents them with visual aids. By analyzing customer demands and product trends, Migros develops business strategies and gains a competitive edge.
Customer-Focused Approach
One of Migros’ most important goals is to adopt a customer-focused approach. The MiO application understands customer expectations through customer experience screens and develops strategies to meet those expectations. Data such as sales per customer and product interactions are analyzed to evaluate store performance. This allows for the implementation of necessary actions to increase customer satisfaction in stores.
Performance Tracking and KPIs
Migros continuously evaluates its progress towards its goals by tracking performance in line with its defined KPIs. The MiO application provides all performance data on a single platform, enabling teams to work in a focused manner. This allows for better analysis of store performance and future campaign mechanics, leading to more strategic decisions.
Future Goals
Migros aims to remain a leader in the sector in the future through strategic implementations and analytical studies. It plans to achieve new developments in the retail sector with innovative projects such as analyzing past data and predicting future sales using AI bots. In line with these goals, Migros aims to strengthen its leadership in the sector by maintaining its customer-centric approach.
Conclusion
Migros aims to shape the future by offering innovative solutions in the retail sector. Thanks to the MiO (Migros Intelligence Office) application, it effectively manages store management and data analysis processes and adopts a customer-centric approach. By effectively using technology, it understands customer expectations and creates a competitive advantage. Aiming to remain a leader in the sector in the future with AI bots and analytical studies, Migros aims to strengthen its leadership in the sector by maintaining its customer-centric approach.
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