45% of retailers to up use of AI for customer experience in next 3 years

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BRP’s ‘2017 Customer Experience/Unified Commerce Benchmark Survey‘ found that more than half (55%) of retailers are focused on optimizing the customer experience to increase customer loyalty.

Tactics include improving the mobile shopping experience as well as creating a seamless cross-channel experience. Furthermore, retailers will be attempting to bring more in-store experiences, such as being able to physically examine merchandise and interact with sales associates, to their ecommerce offerings.

“The customer experience in a unified commerce world is much more complex than it is in a pure play ecommerce or brick-and-mortar retail environment and we are seeing retailers map out the entire customer journey to design the optimal customer experience,” said Perry Kramer, vice president and practice lead at BRP. “This complexity expands exponentially as the proliferation of social media, the Internet of Things, (IoT), artificial intelligence and machine learning influence the retail world and more specifically, the customer journey.”

Indeed, recent research from Fujitsu has shown that consumers are dissatisfied with the level of technology being adopted in-store by retailers, as well as its usefulness.

“The digital pace of change is faster than ever,” says Rupal Karia, MD, Retail and Hospitality, Fujitsu UK & Ireland. “Consumers will embrace retailers who can give them the experience they want, before they know they want it. The message is clear: consumers are prepared to spend more with the retailers that deliver digital, and leave those that don’t.”

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.