Post by kmstfatema on Mar 4, 2024 9:18:29 GMT
What is shopping? It is certainly much more than a simple transaction made at the checkout of a store. It involves a complex range of activities, including search and discovery , comparison and evaluation . Until a few years ago, these activities took place inside the shop , with the trader assisting the potential customer, guiding him in his research, resolving his doubts and correctly directing him towards the product best suited to his needs. It was the retailer who "directed" the operations and built customer loyalty through direct contact. With the advent of the internet, the situation has been completely reversed: the sales employee only has the task of serving the customer who arrives at the store already aware of what he wants. The shop "loses pieces": it is not present during the user's decision-making process, which is fragmented across multiple channels, and does not know how to best assist them.
It's well known that to win the hearts (and wallets) of customers, you Germany Telegram Number Data need to understand them on an individual level and integrate seamlessly into their daily lives. But retail has a very complex distribution network and in this intermediated chain, with the brand producing the goods upstream in the supply chain, the physical store is the last link and has difficulty intercepting the needs and desires of buyers, who are manifested elsewhere . The solution for stores that want to connect with customers: content Yet, there is a solution. The physical store can intercept customer needs in real time through the content published on digital channels. By content we mean the set of assets (images, videos, tutorials etc.) and product information (features, SKUs etc.) that make the user's browsing experience rich, satisfying their information needs and helping them in their choice of one product over another.
To be able to directly map the preferences expressed, the contents must be "activated" in order to make them capable of absorbing data . The solution is found in Content Intelligence . Entrusting the task of correctly classifying them to Artificial Intelligence and its semantic capabilities (through Machine Learning algorithms, speech-to-text, image recognition, etc.) gives us advantages regarding user profiling. For further information you can read the post: Web content management: how "intelligent" content management works Let's take as an example a retailer belonging to the Parfum&Cosmetics sector and the contents it publishes on its channels. Below we find a list of tags that the AI has selected from the taxonomy (= tag dictionary) that was provided to it to identify the characteristics of each content (and the products to which they refer). tags selected for content Legend: Marketing , Product , Editorial In this way the user's profile on the CRM , again thanks to the match made by the .
It's well known that to win the hearts (and wallets) of customers, you Germany Telegram Number Data need to understand them on an individual level and integrate seamlessly into their daily lives. But retail has a very complex distribution network and in this intermediated chain, with the brand producing the goods upstream in the supply chain, the physical store is the last link and has difficulty intercepting the needs and desires of buyers, who are manifested elsewhere . The solution for stores that want to connect with customers: content Yet, there is a solution. The physical store can intercept customer needs in real time through the content published on digital channels. By content we mean the set of assets (images, videos, tutorials etc.) and product information (features, SKUs etc.) that make the user's browsing experience rich, satisfying their information needs and helping them in their choice of one product over another.
To be able to directly map the preferences expressed, the contents must be "activated" in order to make them capable of absorbing data . The solution is found in Content Intelligence . Entrusting the task of correctly classifying them to Artificial Intelligence and its semantic capabilities (through Machine Learning algorithms, speech-to-text, image recognition, etc.) gives us advantages regarding user profiling. For further information you can read the post: Web content management: how "intelligent" content management works Let's take as an example a retailer belonging to the Parfum&Cosmetics sector and the contents it publishes on its channels. Below we find a list of tags that the AI has selected from the taxonomy (= tag dictionary) that was provided to it to identify the characteristics of each content (and the products to which they refer). tags selected for content Legend: Marketing , Product , Editorial In this way the user's profile on the CRM , again thanks to the match made by the .