Dumisani Moyo | Marketing Director | SAP Africa | mail me |
In today’s fiercely competitive retail landscape, prioritising customer experience has become crucial for attaining sustainable competitive advantages and ultimately ensuring long-term success. This underscores the need for retailers now more than ever to prioritise customer engagement and aim to enhance the overall customer experience and deliver unparalleled customer satisfaction.
Customer engagement has a direct impact on customer loyalty, revenue growth, and brand reputation. Engaged customers are likely to make repeat purchases and become brand advocates. Furthermore, customer feedback offers valuable insights for improvement, making a well-crafted engagement strategy essential for building and enhancing trust and credibility with customers.
AI presents retailers with the most significant opportunity to fundamentally reshape and elevate customer experiences. By facilitating customised and personalised customer interactions, AI-driven pricing strategies, streamlining processes for enhanced efficiency, and anticipating customer needs with greater certainty, AI stands out as a true game-changer.
Personalised & tailored customer interactions
AI significantly enhances customer experience by empowering retailers to personalise their interactions with customers. By leveraging machine learning algorithms, businesses can meticulously analyse extensive customer data sets. This analysis delves into customer preferences, purchasing behaviours and purchase histories.
This comprehensive understanding empowers retailers to customise their interactions, offering customers tailored recommendations and personalised offers. As a result, customers receive a more individualised and relevant experience, fostering a deeper connection and satisfaction with the brand.
An e-commerce app can enhance the shopping experience by utilising AI to suggest products tailored to a customer’s browsing history and purchase patterns. For example, if a customer searches for a pair of sneakers and their preferred colour is unavailable, the app can proactively prompt them to add it to their wish list. Subsequently, the app automatically notifies the customer when the desired colour becomes available, ensuring a seamless and personalised shopping journey.
Streamlining processes for better efficiencies
Retailers can harness the power of AI to streamline workflows and inform data-driven decision-making. By drawing insights from historical data and adjusting to dynamic scenarios, they can automate repetitive tasks. This automation not only accelerates processes but also frees up valuable human resources, allowing them to focus on more complex, creative, and revenue-generating tasks.
Additionally, AI-driven predictive analytics helps in…
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Read the full article by Dumisani Moyo, Marketing Director, SAP Africa, as well as a host of other topical management articles written by professionals, consultants and academics in the December/January 2023/4 edition of BusinessBrief.
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