Hype is a concept used by marketing teams to refer to promotional actions for a product or service, intense and for a short period, focused on topics that are widely discussed at a given moment. The use of digital technologies proves to be indispensable, but recent innovations, like artificial intelligence, allow companies to plan practices that go far beyond the hype
In this sense, personalization in customer relationships is the big leap. "When talking about digital transformation and the future of retail", today we need to turn our attention to artificial intelligence. She will replace people in some activities? We will have stores without salespeople? Beyond these issues, we need to understand how AI can contribute to the customer journey, evaluate the CEO of the Irrah Group, César Baleco
The organization specializes in products and technological solutions focused on retail. Includes e-commerce tools, store management and automation of contact channels between retailers and customers – including chatbot with artificial intelligence. Has been in the market for almost 20 years, period in which he accompanied the intense and rapid technological innovation. "Now, we see AI coming to revolutionize retail, consider
An example of personalization in service, provided by artificial intelligence, it is what can reconfigure the concept of store. Whether physical or virtual, standardized service will give way to personalized relationships, enabled by increasingly deep and fast algorithms and data analysis, "practically in real time", as pointed out by the specialist
Purchase history, interactions on social media, the words used by the consumer both in their speech and in their searches, how this consumer behaves in the store, all of this provides information for technology to return answers to the customer that align with their personal preferences, specific, in order to satisfy your longings and desires, illustrates the CEO
In this way, retail will be able not only to meet what the consumer demands, how, mainly, to anticipate this request and need. It happens that the collection, data storage and analysis, through artificial intelligence, expands on an exponential scale; the generative capacity of technology enables segmented responses, personified, "made to measure", in the words of Baleco
The specialist explains that retail stores will become as personalized as user profiles are today on streaming platforms or music platforms, for example, that already offer these consumers menus of movies and music that not only meet their preferences but also keep such users connected and loyal. Presentation of launches, discounts and promotions can be customized, for each client, foresees
The customer's behavior at each moment can also be understood. That is to say, despite the search history, purchases and views, artificial intelligence tracks potential changes in taste, or even the consumer's feeling at that moment of interaction. An AI chatbot detects some variation in mood in response to frustration from not having its needs met, for example.”
Investment in technology providers that offer an ecosystem of solutions (management, customer service, sale) is shown, so, essential for the retailer to fully incorporate a digital transformation. After all, observes the CEO of the Irrah Group, there is no point in segmented and personalized actions if, at the moment the customer needs to continue their journey, the system is not structurally prepared to handle demands and flows
