To meet the goal of the EU climate action and the European Green Deal and avoid an irreversible climate crisis, global emissions will need to be cut by half by 2030, and then decline to reach climate neutrality by mid-century. Retailers may be disrupted if they do not start to address their transformation strategy immediately. On the other hand, loyalty practices and programs have traditionally been tackling B2C consumers or big companies. The Loyalty/incentive program proposed by bluesource is going to disrupt the multi-billion Euro loyalty industry by connecting incentives and rewards with climate impact. We are specifically focusing on engaging SMEs retailers to support EU’s climate ambition for 2030 and 2050 by providing next generation loyalty platform based on artificial intelligence and integrated CO2 tracker for CO2 emission calculations that guide consumers in their everyday consumption towards more sustainable choices. With AI-based and CO2 powered R&D activities, we can engage all players in the fight against climate change, while at the same time helping SMEs reach its merchandising and financial performance.
Artificial Intelligence (machine learning)
Currently, only 32% of companies, and even fewer SMEs (7-8%) use AI or predictive analytics to inform their loyalty campaigns or to track and measure their return on” green” loyalty investment (ROI). This suggests that many loyalty programs are, quite literally, detached from the overall customer experience and lifecycle. bluesource uses predictive analytics and machine learning on a microservices architecture to (1) suggest relevant loyalty actions and offers to relevant customers (e.g., offers will differ depending if customers belong to “Non-engagers”, “Ecological Sympathisers” and “Ecological Champions”) and (2) understand the effectiveness of ecological & ROI of SME retailers campaigns based on contextual business data—deepening and strengthening the client relationship and delivering targeted and personalized offers „on-the-spot‟, while at the same time increasing sales.
Using different data mining techniques, our research can help companies or governments to model and cluster individuals based on their climate knowledge, preferences, demographics, and consumption characteristics, and thus predict who will be most amenable to new technologies and sustainable behaviour change (with or without rewards as main motive). These data mining explorative analyses are used to create and evaluate machine-learning models. Of particular interest are "deep learning" approaches, which yield excellent results in many cases, and have improved the enrolment rate of customers in an energy savings program by 2-3x.
Data Visualisation and Dashboard Design
On the one hand, a huge amount of highly structured and unstructured data and information are available regarding product lifecycle data and environmental assessments, which need to be combined and interpreted for further decision making. On the other hand, different kinds of data and information analysis methods have been developed to gain more insights (information and knowledge gains). bluesource investigates interactive visual and automatic methods which support the interactive exploration process in order to gain new insights on the impact of rewards on individual environmental impact. At this, we do not primarily aim to design “beautiful pictures”, but to develop visual and automatic representations and methods to explore multidimensional information spaces, which support the shaping of hypotheses facilitated by various forms of user interactions.
Demonstration Activities and Pilots
bluesource has extensive expertise in performing pilot and demonstration activities that are needed when introducing new technologies to market. Our expertise includes quantitative surveys among particular stakeholder groups on a national or European context as well as multivariate primary or secondary data analysis. Furthermore, it also includes qualitative approaches such as expert interviews, semi-structured interviews, focus groups and multi-stakeholder joint-evaluations as well as foresight scenario development.
User Requirements Analysis
bluesource is helping with development of existing sustainability products and processes to better suit industry and consumer needs. For this purpose, bluesource’s task is usually to analyse the needs and wishes of all stakeholders involved and identify, clarify and prioritize end-users’ needs (from SME retailers to consumers) and engineering requirements (from local regulatory and/or technical and/or research teams). In order to achieve a systematic improvement of the usability and the applicability of the developed interfaces in everyday life routines, bluesource ensures continuous involvement of all end-users in the development process.