At Fayerwayer, we talked to Leandro Peralta of IBM, who told us how Watson's AI allows us to improve the efficiency of shopping on Christmas.
Watson is a computer system IBM's artificial intelligence which gave an initial push to talk about AI on the market.
Today, this technology also uses retailers and customers to improve and improve filters and adjustments for distribution and purchase of products.
Christmas is coming, and thousands of companies offering discounts, promotions and exclusive gifts. But, how to make the correct filter?
Solutions that enable you to know every customer in a unique way, real-time helpers, automated marketing campaigns, online shops that adapt to a client's profile, tools that know exactly the time and date the product comes in. This is not the future, v Latin America Indeed, the use of this type of tools with artificial intelligence is already in the process of marketing, e-commerce, physical stores and the supply chain.
Imagine this: Artificial Intelligence allows complete travel as a buyer, which is perfectly planned and satisfactory, since you went to a physical store or received a promotion with SMS until you got the product in your hands at the time and on the day that you promised brand name.
To find out more about this process, which is supported by AI, we talked to Fayerwayer Leandro Peralta, Chief Executive Officer of IBM Watson Customer Engagement for Latin America.
FW: How does Watson work with AI to direct retail businesses or brands into an effective strategy to reach customers?
LP: IBM Watson helps to work in a very effective, simple and satisfactory way, both for the brand and for the end user. Tools that have Watson's artificial intelligence allow you to plan, manage, and monitor the entire travel of users to create unique and personal experiences.
It's about getting customers to know the unique way: their taste, desires, behavior, everything in real time and in a natural way to reach people through their favorite channels (e-mail, SMS, etc.), with data and promotions They are really important for them.
Who received an offer that does not even suit your profile at all? Probably most of us because we used segments of users by gender, age or geographical location in marketing. With artificial intelligence, brands / businesses can create micro customer segments based on lifestyle, interests, buying behavior, social networking, lifetime, location, and more. This means customer loyalty and customer experience.
It's "win-win". Win a brand that uses this type of tool because it saves time, money and results in real time to make a firm decision on possible scenarios related to marketing campaigns, price dynamics, product recognition in online store, inventory management, among many other processes . The ultimate buyer also won, because his experience from the beginning to the end is satisfactory: because he receives promotion on his mobile device, until he is delivered to the physical temple of the product he bought, or when he was at home and there what they promised him.
FW: You stress a lot that it was not invasive in AI. But how is this achieved, if almost by principle trading works by sticking to a pattern of its products to drive customers? How does AI mitigate this process?
LP: Retailing has developed with the help of new technologies such as artificial intelligence, and as part of this development, it has been proven that a successful brand is not the one that invariably insists on all channels, but the one that reaches the customer into the place and precise moment.
It's like throwing a dart. It's not about throwing many to the end or on the board, but throwing it to the center.
With simple words: it's not the same as receiving an SMS with an offer when you just received a paycheck that's more affordable to buy than you get two days before it's careful not to pay too much. You do not receive the same e-mail with diapers, if you do not have children, than you receive it when your child was born.
We need to know customers and the power of technology, such as artificial intelligence, that's right. Customer loyalty takes a lot of time, but it should be lost only a few seconds or minutes. The IA tools, such as IBM Watson, make it easier to create brand connections and give full recognition (not just to retailers, but to telecommunication companies, banks, insurance companies, etc.) What happens to contact points with people. Analyze large amounts of data, but never before has it been so easy.
FW: How important is the correct use of dates data that are relevant to trade as Christmas?
LP: It is essential for two reasons. The first is that if you have the right information about customers as individuals and the ideal tools for implementing marketing, trade, and supply chain processes, this undoubtedly means sales. It is sufficient to achieve the coordination of all the factors that would be successful. The end of the season is a unique opportunity for brands to approach new customers or serve existing ones.
The second reason is the responsibility of the data. It is essential that trademarks protect consumers' privacy and privacy, as this implies trust. This is not only a simple good practice, but today it is expected that everyone will do it. For example, for example, the tools we offer to trademarks are fully in line with data protection policies.
FW: What new AI innovations could be seen in a not so distant future in the e-commerce sector?
LP: I would emphasize four:
– To know and speak to individuals: As already mentioned, the link between the brand and the personnel at the personal level is a part of success. In the past years, retailers have left thousands or millions of people in their databases. Such artificial intelligence enables us to offer our users personal experience not only for product / promotion information, but also for answering their questions and directing them through their decision-making process.
– smart or cognitive search engines: search engines that can really understand the context and convince themselves that when a person searches for a product page and can not find it, opens a new window that he is looking for in another store, and that is how easy it is to compete These cognitive searchers in which we work in IBM have the ability to understand the context of a customer's search, for example, "red evening shoes" and that the search actually returns shoes that combine with this outfit and which does not show red dresses.
Another thing is that if the search engine detects a purpose that is not intended to search for a product, such as "where my order is," it can immediately understand that it refers to a request for help and sends it to information about where the purchase order is or how much missing to send.
– Omincanality: people want to connect to the brand and connect their experiences online, on a mobile device, on a phone, or in a physical store. See the online product and buy it in a physical store; try on the physical store, buy it online, and get a notification on your mobile phone, etc.
– Dynamic prices: this concept is not new, but when new technologies are being implemented. Now companies / trademarks can take into account factors such as market demand, social sentiment, competitive prices, availability of inventory, time of day, conversion rates, and more to determine prices.