Artificial intelligence (AI) is a set of technologies under development that promises major transformations for retail, online or physical. AI can be extremely important in improving your customers' consumption experience (Customer Experience).
Consumer-focused technology helps companies in different areas to understand and predict consumer habits and customer expectations.
Technological innovation has already changed our lifestyle. A clear example is our dependence on smartphones, we hardly find people without mobile phones connected to the internet *.
With the increase in the use of smartphones, the amount of transactions and data stored has increased. This massive amount of data is key to the proper use of AI. Algorithms of “Machine Learning”, one of the AI technologies, process this data and learn the patterns contained in their distribution, managing to produce new correlations on their own. In practice, Artificial Intelligence brings several changes in our shopping experience.
Who has ever been impacted by advertisements on the internet about something they wanted to buy, but had never researched about this product? Yes, you and thousands of others. this is an example of using Artificial Intelligence to improve the shopping experience in our daily lives.
It makes no sense to offer beer to someone who doesn't drink alcohol. It is from the data that the machine understands the buying habits and starts offering only what the person is interested in buying.
Okay, we already understand how this works in virtual purchases and e-commerce. But how does it work in physical stores, where I go into the store, pick up the product and go straight to the cashier?
A widely used way of collecting, storing and processing data is the CRM - Customer Relationship Management systems. Data collection strategies in the physical world include loyalty clubs, where retailers deliver benefits such as discounts, cashback,
points among other benefits, and in return, we consumers, identify ourselves to retailers at checkout, usually using the CPF.
Okay, now everything works as it does in the online world? Does the retailer know who I am, what I like to buy, and will only offer me products that I'm interested in? Not always.
Even today, there are few CRM’s or loyalty tools that have more sophisticated artificial intelligence algorithms on board. Most work with simpler data analysis, such as creating clusters (groups of people) and offer products according to the profile of these groups. With more sophisticated AI architectures and algorithms it is possible to automate this process and further personalize your customers' experience.
Isn't it better to receive personalized promotions with products that you really want to buy than to receive generic promotions that won't interest you? So start thanking the AI that has been increasingly improving your consumption experience.
* Source: https://www.pagbrasil.com/pt-br/insights/relatorio-digital-in-2019-brasil/
