人工智能专题：无处不在的人工智能彻底改变零售业：客户不会等待（附下载）
今天分享的是人工智能系列深度研究报告：《人工智能专题：无处不在的人工智能彻底改变零售业：客户不会等待》。
（报告出品方：IBM）
报告共计：32页
海量/完整电子版/报告下载方式：公众号《人工智能学派》
3 in 5 consumers would like to use AI applications as they shop.
Connecting with these influential customers requires adeptly tapping technology to make experiences more contextual and customized. But these experiences are just part of the equation. Consumers say they’ve recently switched brands for a variety of reasons—with price topping the list. As inflation and economic uncertainty pinch pocketbooks, 62% of consumers say price is a top reason they would switch stores or brands. Six in 10 also say inflation has impacted how they shop, with this figure only dropping to 50% for the affluent. The same portion say they always look for deals before making a purchase. If they can’t find the product at the price they want, most consumers will rethink their purchase rather than pay more. In fact, 77% of consumers across all income groups say they make tradeoffs when prices are too high (see Figure 1).
Shoppers are no longer content with one-size-ffts-all experiences. Today’s consumers want real-time, contextual information—no matter where or when they shop.
As they move across touchpoints, consumers expect companies to recognize them, remember their preferences, and serve them appropriately. They want to easily access their orders, shopping carts, and purchase histories every step of the way. They crave more choices but less hassle, with accurate inventory data, delivery timelines, and targeted offers available in real time, at the click of a button. Most of all, they want things to just work. But they often don’t. To deliver the streamlined experiences consumers expect, brands and retailers must create connected experiences, personalize the journey, enable shopping platforms, and make paying more convenient. Connected, unified experiences keep customers engaged Consumers are interested in using next-gen tech to improve their shopping experience. At least three-quarters of those who haven’t used augmented and virtual reality for shopping would like use it to try on wearable products (75%), shop for products or services (77%), redecorate their homes (79%) or research products (81%). This technology can help companies create immersive omnichannel experiences that unify in-store and online interactions with the brand.
Fast, flexible checkout options boost brand value
To carry personalized experiences across the finish line, companies must also make it easy for shoppers to pay when, where, and how they want. Overall, consumers say faster checkout is one of the top factors that would improve the in-store shopping experience. Rather than working for free at self-checkout, they’re ready for checkout options that let them ring up their entire basket at once, pay with biometrics when possible—or simply walk out the door with their purchases in hand. More than half (55%) say they would like more payment options, including digital wallets and peer-to-peer payment apps, with this figure rising to roughly two-thirds for Gen Zers (66%) and Millennials (65%). Nearly half (46%) of all consumers, and more than half of Gen Zers (56%) and Millennials (57%), would like to pay in installations over time. As buy-now, pay-later services, such as Klarna and Affirm, become more commonplace, consumers increasingly expect brands and retailers to offer flexible payment options. By delivering these types of rewards and incentives, brands can show customers they’re keeping their best interests at heart.
Curate holistic experiences
Give your customers what they want every step of the way. Use AI to get a granular view of customer data, deliver targeted offers, and offer seamless customer service. Modernize your technology architecture to connect your data and create more value from industry partnerships. Build trust through transparency.
Give every employee the knowledge of your most experienced associate to provide a consistent, unified experience across all channels. Train a generative AI model on your products and services to help associates quickly solve customer problems and provide relevant recommendations online and in-store. Use generative AI for instant translations—and create prompts that can help associates understand past issues and solve future problems faster, regardless of the customer engagement channel.
Decide what customer data is essential to personalize customer experiences. Work backward from the customer experience to determine what you need to know to make it more unified—and let AI help you learn faster. Leverage the speed and scalability of generative AI to personalize services, interactions, and offerings, while securing sensitive data each step of the way.
Integrate data to better understand your customers. Break down functional silos to consolidate data from operations, marketing and sales, and customer service to create accurate customer profiles that let you deliver a seamless and relevant experience.
Ensure explainability and transparency to build security into digital products. Prioritize data policies and controls centered on security, privacy, governance, and compliance. Let customers know how you plan to use their data and ask for their permission before you collect it. Be open and transparent with your policies and procedures to build consumer trust in AI.
报告共计：32页
海量/完整电子版/报告下载方式：公众号《人工智能学派》