entertAIning in retail

As technology takes us further down the path towards offline and online shopping converging into a single, seamless channel, here are a few scenarios where AI could improve the buying experience.

Personalisation at scale is seen as the gold standard for future retail environments. AI has the potential to recognise shoppers and adapt stores accordingly. From product displays to pricing and service, creating a custom experience based on customer profiles.

Whether we’re buying a TV or a piece of clothing, we all want to feel like we’ve made the right choice. AI can help by guiding discovery based on our needs and preferences. Clothing brand The North Face is already doing this online. Using IBM’s Watson platform to power a more personalised shopping experience and enable people to find the most suitable jacket. On a similar note, the recommender systems employed by the likes of Spotify and Netflix can significantly boost cross and up-sell opportunities.

As well as offering relevant products, AI interfaces can also react to customers’ emotions and reactions. Picking up on such cues enables appropriate recommendations, offers and support. Resulting in happier, more satisfied customers.

Story-Living is a publication of Intermarketing Agency.