Short Description
The case study focuses on the implementation of an advanced recommendation system based on artificial intelligence at IvaPix. Through this initiative, IvaPix has not only enhanced the digital user experience but has also achieved significant business benefits, including increased conversion and customer loyalty.
City: Smederevo
Website: https://ivapix.rs/
Sector: Information Technology
Activity: Providing various technological services and solutions
Company Portrait
Founded in 2016 in Belgrade, Softech symbolizes enduring success in the dynamic world of digital transformation. In less than five years, the company has grown and gained the trust of many, proving itself as a competitive player in the field of information technology. Its organizational structure is clearly divided, with a management team coordinating the work of various sectors, including sales and administration, finance, and technical experts.
The range of its services clearly shows that it is capable of meeting a wide spectrum of needs. This offer includes the development of customized software solutions, mobile applications, as well as various consulting and intellectual services in the IT industry. In addition, the company provides tools that can help improve various aspects of business operations.
Despite its relatively small size, Softech stands out for its high level of professionalism and expertise. The company’s team is competent and well-coordinated, allowing for a quick and efficient response to market changes. The company is organized in such a way that it can easily adapt to different market conditions, further reinforcing its robustness.
Softech focuses on the diversity of its offerings, striving for stability and sustainability in a dynamic environment. Considering collaborations with various market actors, the company is capable of adapting and remaining resilient in various circumstances. Their philosophy is focused on simplifying business processes and optimizing sales flows, thereby creating additional value for clients from different sectors.
Structured in this way, Softech is positioned to continue on its path of success, focusing on adaptability and innovation in its further development.
Requirements
Softech is well positioned in the industry with its own brands and services, with a special emphasis on the development and enhancement of its innovative brand, DigitalSpark™. This platform functions as a sophisticated B2B SaaS (Software As A Service) model, providing a bridge between manufacturers, distributors, and employees in retail chains. Through gamification, it rewards the initiative and performance of individual sellers, overcoming the communication gap that traditionally existed between key actors in the retail ecosystem.
Despite its innovativeness, the platform does not fully utilize the potential of the large data it collects. Although valuable data are generated that can offer insights into the performance of brands, locations, and sellers, these data remain unused for deeper analytical purposes, such as predictions and optimizations of sales campaigns.
This oversight in the company’s approach represents a significant untapped capital that, if properly engaged, could significantly impact the sales results and strategic positioning of DigitalSpark™ in the market.
The platform is modularly constructed and encompasses a wide range of functionalities, from sales initiatives to educational modules and analytics. However, the possibilities for improvement are apparent, especially in the context of integration with advanced tools for analytics and machine learning. Currently, DigitalSpark™’s focus is on the connection between the brand and the sellers, while expansion could include the entire sales chain up to the end consumer. This would allow for much richer and deeper insights, which could further be enhanced by using artificial intelligence for data analysis and interpretation.
In conclusion, although Softech with DigitalSpark™ already has a powerful platform used in 11 European countries with more than 105,000 active sellers across various industries, there is a clearly visible space for improvement. Implementing artificial intelligence algorithms for data analysis, expanding the scope of access to the entire sales chain, and focusing on managing clients’ business operations could make DigitalSpark™ not just a tool for promoting sales but also for strategic business decision-making.
AI Solution
Softech is well positioned in the industry with its own brands and services, with a special emphasis on the development and enhancement of its innovative brand, DigitalSpark™. This platform functions as a sophisticated B2B SaaS (Software As A Service) model, providing a bridge between manufacturers, distributors, and employees in retail chains. Through gamification, it rewards the initiative and performance of individual sellers, overcoming the communication gap that traditionally existed between key actors in the retail ecosystem.
Despite its innovativeness, the platform does not fully utilize the potential of the large data it collects. Although valuable data are generated that can offer insights into the performance of brands, locations, and sellers, these data remain unused for deeper analytical purposes, such as predictions and optimizations of sales campaigns.
This oversight in the company’s approach represents a significant untapped capital that, if properly engaged, could significantly impact the sales results and strategic positioning of DigitalSpark™ in the market.
The platform is modularly constructed and encompasses a wide range of functionalities, from sales initiatives to educational modules and analytics. However, the possibilities for improvement are apparent, especially in the context of integration with advanced tools for analytics and machine learning. Currently, DigitalSpark™’s focus is on the connection between the brand and the sellers, while expansion could include the entire sales chain up to the end consumer. This would allow for much richer and deeper insights, which could further be enhanced by using artificial intelligence for data analysis and interpretation.
In conclusion, although Softech with DigitalSpark™ already has a powerful platform used in 11 European countries with more than 105,000 active sellers across various industries, there is a clearly visible space for improvement. Implementing artificial intelligence algorithms for data analysis, expanding the scope of access to the entire sales chain, and focusing on managing clients’ business operations could make DigitalSpark™ not just a tool for promoting sales but also for strategic business decision-making.
Measuring Success
The CDT consultant on this project, who led the entire process, emphasizes the importance of this program for the complete transformation of the company from a relatively small story limited to Serbia and sporadic businesses in the region, to a company that revolutionizes the perception of retail: “Softech Solutions is an example of a start-up company with a clear vision, excellent market positioning strategy, great instinct for retail needs, and the capacity to deliver it all in the form of a unique software solution, which they developed themselves. Naturally and strategically recognized by the company’s management was the need for all the data collected by tracking relevant retail operation parameters to be further analyzed in some way and to provide system users with a new perspective in sales planning and better targeting of customers. By implementing the artificial intelligence module, users of this solution have significantly improved their sales results, and Digital Spark™ has gained dozens of new users, especially significant in EU countries. All this happened in less than 6 months from the project’s completion and full implementation – practically reflecting the importance of this program for further supporting innovative companies in Serbia to prepare for the global market competition and in this way present not only themselves but also the entire ecosystem of innovation and artificial intelligence that is in significant expansion in Serbia.”
Concluding Considerations
The implementation of the DigitalSpark™ service has dramatically transformed the landscape of digital marketing and data analytics. Primarily, the service has enabled brands, manufacturers, and distributors in retail to expand their data collection domain. Understanding end consumers is no longer limited to basic demographic data and consumption histories; instead, a sophisticated knowledge base has been created. This database is used for customer profiling, shaping highly targeted marketing campaigns, enhancing sales, and strengthening brand reputation.
At the same time, in-depth data analysis has enabled further alignment and fine-tuning of parameters and metadata. A new level of precision in measurement has been added, while dynamic weighting factors have introduced additional adaptability. This is particularly beneficial for the various categories involved in the ecosystem, such as brands, retail chains, and individual sellers. The optimized analytical structure effectively reduces the risk of incorrect business decision-making, which is critical in a competitive environment.
Finally, artificial intelligence and machine learning tools have been successfully integrated into the analysis and data presentation process. This integration has not only enabled automatic extraction of new knowledge but has also created sophisticated consumer profiles. These new insights now allow clients to proactively optimize their sales strategies, thereby elevating their performance to a new level.
In essence, the DigitalSpark™ service has transcended its initial framework as an implemented project and become an integral part of the digital marketing ecosystem, adding layers of value for all stakeholders.
The company states that it will continue the continuous development of this software solution and that the smart solution Digital Spark™, which uses machine learning models and artificial intelligence, developed with the support of the Center for Digital Transformation, is just the beginning. The real effects achieved through this program will be seen when the artificial intelligence algorithms complete their training process and reach the maximum of predictive capabilities after 12 months from the moment of implementation.