At Fayerwayer we talked to Leandro Peralta from IBM to tell us how Watson's AI allows us to improve purchasing power at Christmas.
Watson is the computer system of IBM Artificial Intelligence who gave the initial kick to talk about AI on the market.
Today, this technology is also used by retailers and customers to improve and make better filters and customizations for distributing and purchasing products.
Christmas comes and there are thousands of companies offering discounts, promotions and exclusive gifts. But how do I make the right filter?
Solutions that let you know each client in a unique way, assistants who provide real-time information, automated marketing campaigns, online stores that adapt to customer profiles, tools to know exactly how much time and day the product will arrive . This is not the future, in Latin America It is now a reality to use this kind of tools with artificial intelligence in the processes of marketing, e-commerce, physical stores and a supply chain.
Imagine that artificial intelligence allows your entire journey as a buyer to be fully planned and satisfactory as you went to a physical store or received a promotion through SMS while the product was in your hands right on the day and day when He you promised the brand.
To learn more about this process supported by AI, we have talked to Fayerwayer Leandro Peralta, Chief Executive Officer of IBM Watson Customer Engagement for Latin America.
FW: How does Watson work with AI to guide business companies or brands into an effective strategy to reach the customer?
LP: IBM Watson helps us work in a very efficient, simple and satisfactory way for both the brand and the end customer. Tools that have Watson's artificial intelligence allow you to design, manage and control your entire journey to create a unique and personalized experience.
It's about knowing the customers in a unique way: their tastes, preferences, behaviors, everything in real time and naturally reach people through their favorite channels (emails, SMS, etc.) With information and promotions that they really are related issues.
Who received a bid that does not match your account at all? Probably most of us because we used the segment of users by gender, age or geographical location in marketing. With artificial intelligence, brands / companies can generate client microsegments based on lifestyle, interests, purchasing behavior, social networking behavior, life stage, location, etc. This leads to loyalty and customer experience.
This is "winning". Earn the brand that uses this type of tool as it saves time, money and results in real time, makes the right decisions about possible scenarios related to marketing campaigns, price dynamics, product visibility in the online store, among many other processes. The end customer also wins because his experience is satisfactory from beginning to end: as he gets a promotion on his mobile device until he is delivered to the physical store of the product he has bought or received at home the day and day what he promised.
FW: You have a lot of emphasis on not being invasive with AI in the trade. But how does this succeed if almost trade principles work with insistence on the product sample to seduce customers? How does AI soften this process?
LP: Retail has evolved using emerging technologies such as Artificial Intelligence, and as part of this evolution, it is proven that a successful brand is not the one that pushes all channels in an invasive way but the one that reaches the customer in place and exact moment.
It's like throwing darts. It's not about throwing many at the end or off the board, but throwing one right at the center.
Simply put, it's not the same to receive a SMS with a quote when you just received the salary – more susceptible to a purchase – than getting it two days earlier when you are careful not to exceed the amount. It's also not the same thing to receive a diaper mail message when you have no children than to receive it when your baby has just been born.
We need to know the customers and the power of technology, as artificial intelligence is just that. Loyalty to customers takes a lot of time but their loss only takes seconds or minutes. IA tools, such as IBM Watson, make it easier to create brand-customer relationships, giving full visibility (not only to retailers but also to telecoms, banks, insurers, etc.) of what is happens with contact points with people. Analyze large amounts of data, never before been so simple.
FW: How important is the proper use of data on dates that are important for trade as Christmas?
LP: This is fundamental for two reasons. The first is that if you have the right data for customers as individuals and the ideal tools for marketing, trading, and supply chain processes, this is undoubtedly translated into sales. It is enough to coordinate all the factors in order to be successful. The end-of-year seasons are a unique opportunity for brands to attract new customers or serve existing ones.
The second reason is the responsibility of data. It is essential that trademarks protect consumers' data and privacy, as this leads to trust. This is not just a simple good practice, everyone is expected to do it today. In IBM, for example, the tools we offer to brands are fully compliant with data protection policies.
FW: What new innovations in AI could we see in the near future in the e-commerce sector, for example?
LP: I would emphasize four:
– Know and talk to people: As mentioned above, the brand-client relationship at a personalized level is part of the success. Retailers have gone through the years to have thousands or millions of people in their databases. So artificial intelligence allows us to offer personalized user experience not only to understand the products / promotions but also to answer their questions and guide them to the decision-making process.
– Intelligent or Cognitive Search Engines: Search Engines who can really understand the context and be confident because when a person searches for a site for a product and can not find it, it opens a new window to search for it in another store, and that's so easy to compete These cognitive seekers we work at IBM have the ability to understand the context of customer demand such as "red evening dress shoes" and that demand actually throws shoes that combine with this dress rather than red dresses.
The other thing is that when the search engine finds an intention other than a product search, for example, "where is my order", she can immediately see that she is referring to a request for help and sends it to the location where the order is located purchase or how much is missing for delivery.
– Omincanality: Through the web, mobile, phone, or physical store, people want to connect with the brand and link experience. See an online product and buy it in a physical store; try it in a physical store, buy it online, get a notification on your mobile phone, and so on.
– Dynamic prices: This concept is not new, but new technologies apply. Now companies / brands can take into account factors such as market demand, social moods, competitive prices, availability of inventory, time of day, conversion rates, etc. To distribute prices.