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AI: New technology for the empowered shopper

Today, in the era of e-commerce, your customers may be anywhere, and they’re ready to buy at all hours. There are many, many more of them – but the million dollar question is: What does each one of them actually want?

Getting this right has always been the key to retail success, and as the market becomes more and more sophisticated, customer expectations are also growing. Trying to anticipate their needs and wants in an increasingly consumer-centric world can be time-consuming, expensive and bewildering – but it is essential.

A customer success platform covering marketing automation, e-commerce and service support provides a core foundation in engaging with customers – and technology provides an enhanced experience by adapting and responding to ever-changing consumer behaviour. You can now have real-time customer insight for your vast and growing customer base. You can reach a mass market, with personalised service and product recommendations.

A truly intelligent customer success platform has the data smarts and analytical power to create personalised and unique recommendations for every customer. It automatically collects every clue yielded by a customer’s browsing behaviour, to build a picture of their purchase history and product interests. It’s then that the magic happens, and the system uses this data to create an instantaneously unique shopping experience for each customer on your site. It’s true one-to-one personalisation, on a mass scale.

With the right technology, it’s also simple, efficient, and highly cost-effective. Data-driven personalisation doesn’t need any specialised expertise or external consultants, and it generates greater returns over time. Everyone involved in your brand is genuinely connected to your customers on a single intelligent platform, so that agents, managers and mobile workers are more productive and every conversation is personalised.

Plus, the more data it collects, the smarter your platform becomes with increasingly accurate insights and more compelling personalisation. Because intelligent platforms collect data from thousands of businesses like yours, you can access aggregated data for your sub-industry, benchmark your performance for key business-critical parameters and learn from the best.

Today, your customers expect to see personalised recommendations and messaging. With an intelligent customer success platform, the recommendations your site presents to your customers are effectively self-generated – they’re driven by real knowledge of the customer.

Intelligent platforms can also use their knowledge of the customer to predictively sort search results. By tracking customer behaviour, the products each customer are most likely to buy will appear at the top of the search results. This simple capacity greatly improves the customer experience and increases conversion.

The data collected by the platform generates information that has powerful value for your business, automatically producing smarter merchandising insights. You no longer need to manually analyse sales data to know how to increase customer engagement, sales and revenue.

Platforms powered by artificial intelligence can run models to produce recommendations for increased revenue. Want to know where a price reduction will stimulate sales across a category?  What campaign bundle will grab new customers’ attention? Or how to best match slow-moving stock to customer preferences?

Welcome to intelligent shopping. The personal touch with massive reach, so your business decisions online, in store and behind the scenes are driven by real intelligence.

Want to learn more? Join the Salesforce Retail Team at Retail Connect Hong Kong on September 21, 2017.

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