Boosting omnichannel success through insights from AI
Going omnichannel is tempting for many retailers who have not yet embarked on their digital transformation journey. However, implementing an omnichannel strategy is not only about being present on all channels and platforms available. It is about providing a seamless and unified brand experience to customers across channels to enable them to connect with a brand and simplify their shopping experience.
A Google report further proves this is the right approach after the study found that 85% of shoppers start their shopping journey on one device, like a laptop for example, and end it on another, say a smartphone, or even a physical store.
While technology is the key enabler for brands wanting to enhance their omnichannel strategy, artificial intelligence is another crucial component that is driving its success. But artificial intelligence is only a tool and not a standalone solution, so organisations need to understand that while it can be immensely beneficial in providing customer insights, it cannot compensate for a modest or nonexistent omnichannel strategy.
Let us take a look at how artificial intelligence can be applied online as well in brick-and-mortar stores.
Data potential
Imagine the amount of data brands have access to via multiple platforms. Artificial intelligence can help brands to process this data to identify consumer spending patterns, buying preferences, customer demographics, personal preferences, and so on.
Personalisation
The best way artificial intelligence can help brands is with the power of personalisation. It allows brands to communicate with their target audience at the right time, with the right product, the right offer and message, through the right channel. Brands are able to achieve higher response rates, increased customer loyalty, and lower marketing costs
Image search
Artificial intelligence allows consumers to search for products based on images they have come across. Shoppers simply take a picture and get matched to similar items on ecommerce websites. A good example is Pinterest who are leveraging this technology by allowing its users to select any item from any photograph online and then throws up similar items through an image recognition software.
Customer service
Chatbots are a popular and invaluable way for brands to offer 24×7 customer service support on their ecommerce websites. They simulate human-like conversations with customers and can execute tasks, automate order processing, and can also provide accurate answers to customers about product details, quantities and shipping terms.
Generating insights
Artificial intelligence deployed in physical store helps capture, and correlate in-store customer behaviour data and shopping preferences with digital channels like social, email, and mobile app. These insights can be passed onto the sales associates for cross-selling, up-selling and strengthening the customer engagement directly on the sales floor.
Key takeaways
- The use of artificial intelligence becomes even more powerful when combined across all channels.
- Artificial intelligence allows consumers to search for products based on images they have come across.
- 85% of shoppers start their shopping journey on one device, and end it on another.
By Vikram Bhat, Chief Product Officer, Capillary Technologies.
