Russian Grocer Land Launches In-store Personalization Tech

Land, a premium supermarket chain in Northwestern Russia is installing paired consumer-interacting, content delivery technologies in its stores to enhance the personalization of the shopping experience.

The grocer is working with St. Petersburg, Russia-based Synquera to install Synqera Loyalty Generators, compact printing devices with interactive touch-screens at the entrance of each of the chosen piloting store locations, as well as Simplate devices at check-out, providing targeted content relevant to new and returning customers ahead of the busy holiday season while increasing customer service.

“Our customers recognize our brand as offering the finest products sourced from around the world, food prepared in our own gourmet kitchens and personalized recommendations from in-house experts,” said Ilya Shtrom, general director of Land. “Understanding how our customers think and like products helps us make shopping at Land a better experience. Synqera’s analytics and customer personalization technology enhances the shopping experience at a critical point throughout the sales process.”

Land will be integrating Synqera personalization and data analytics technology throughout locations within the stores to address key market concerns impacting the grocery category, including increasing competition and customer demand for deeper individualized experiences while physically at the store. The solution leverages data collection and analysis for real-time prediction of customer preferences and relevant product recommendations, creating highly personalized consumer experiences.

Loyalty Generator

Activated with a loyalty card, loyalty generators at Land provide benefits to both the grocer and the consumer. The interactive kiosks at the front of the store print out personalized product recommendations relevant to individual shopping needs, especially for those who make repeat purchases. The technology will help shoppers find and discover products that they need as well as incentivizing loyalty program members to purchase based on special offers and promotions. The grocer expects this to boost overall basket size, while also providing a comprehensive marketing tool for recommended brand switching, product promotions and upselling specific products.

Features of Loyalty Generator specific to this integration include:

  • Personalized, on-demand shopping lists based on predictive analytics (customer profile analysis, individual shopping history, time of the day, and day of the week)
  • Themed shopping lists
  • Includes recommended products by Land
  • Provides real-time information on a range of products within the store, prices and special offers


At the checkout desk or cashier, Lan will activate Simplate, an interactive customer display with near field communication (NFC) technology via proprietary Synqera tablet devices that have powerful multimedia capabilities created to attract and monetize customer attention. Initially for LAND, Simplate will collect and analyze real-time customer feedback via an interactive survey on customer satisfaction.

With a unique in-store grocery experience featuring sommelier-hosted wine rooms, relaxation zones, barista-run cafés and children’s playrooms, Land’s unique approach to retail aligns well with Synqera’s personalized customer-engagement technologies.

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