The artificial intelligence can be applied to the e-commerce industry to deliver it with a number of practically useful benefits. The technology is capable of advancing the customer experience with desired personalization, targeting potential customers to increase sale, and even helping them in recommending products based on their past-purchases or browsing habits.
An article published by Business Insider in 2016 suggests that nearly 85% of all customer-interactions will be managed without human support by 2020. Considering similar trends, many e-commerce businesses have already started to apply different forms of the artificial intelligence technology not only for better understanding their customers and offering them with an enhanced experience but also to generate more sales and assure growth in the future.
Trending AI Articles:
1. Ten trends of Artificial Intelligence (AI) in 2019
2. Bursting the Jargon bubbles — Deep Learning
3. How Can We Improve the Quality of Our Data?
4. Machine Learning using Logistic Regression in Python with Code
This post discusses 5 ways an e-commerce business can implement AI technology for selling more.
1. Create customer-centric search
The most common problem that every e-commerce business faces quite frequently is that customers suddenly abandon search on their websites or apps. It generally happens when customers aren’t able to find enough relevant product results. This discourages them from buying and dismissing their quests.
AI can provide an intelligent solution to deal with this situation. A solution based on the natural language processing, the sub-field of AI, can help in narrowing, contextualizing, and finally improving the search results for online shoppers. By leveraging the machine learning, another sub-field of AI, websites and apps can be featured with visual search elements that see the world as customers do. They can empower businesses to design and develop customer-centric experience by the use of advanced image and video recognition technologies. When applying the machine learning, the same visual search software can automatically tag, organize, and search the content by labeling the image or video traits.
A good example of the visual search was presented by Pininterest through its Chrome extension in which it enabled users to select an image in any photograph online and then ask the platform to surface similar items using its image recognition capability.
2. Identify exceptional target prospects
AI technologies can also provide an e-commerce business with the lead generation ability through timely intelligence. AI solution for marketing, sales, and CRM can help a business in predictive marketing. Getty Images has successfully implemented a similar solution and generated significant leads by capturing data which shows businesses’ websites showing images from Getty’s competitors. With its AI solution, Getty indentified high quality prospects and gave its sales team a competitive advantage to attract new businesses. In 2018, Getty applied AI to help publishers to get recommendations for the best image choices to accompany a new story. Termed as ‘Panels by Getty Images’ the tool uses customizable filters and self improving algorithm that learn how an editor choose an image and optimize its performance over time.
3. Create a more efficient sales process
Gone are the days when we used to pick yellow pages and pester potential clients through cold-callings. Old sales techniques are turning out to be obsolete day after day. Now customers are heavily driven by a number of different mediums, from TV ads to social media.
A sales campaign is considered successful when it delivers conversions. On the other hand, there is no way to discover whether or not a message is reaching at the right customer-base at the right time on the right platform. This is what’s happening for so long with online businesses. But AI can completely change it. The integration of AI’s natural language learning and voice input capabilities into your CRM allows the system itself answering customer queries, solving their problems and even spotting sales opportunities for the sales team.
North Face, the largest e-commerce retailer, has set a great example of an AI-enabled store that learns from customers about their choices of a jacket by asking few questions and then shows up them the best product results. The system is using IBM’s AI solution called Watson and, it also supports voice inputs.
4. Improve recommendations for customers
Now AI can smartly and efficiently scan tons of data and predict customer-behavior in a precise manner along with offering relevant recommendations to each individual customer. With this level of personalization, an e-commerce store is able to have more sales-opportunities and deliver the personalized shopping experience. Starbuck showed how it’s done. The company applied AI to analyze the data it has gathered from customers to deliver them with better recommendations. The coffee company integrated AI into a virtual assistant that enables customers placing orders with voice command or messaging. The algorithm is based on a variety of inputs, such as account information, customer preferences, purchase history, browsing habits, contextual information, and third party data.
The recommendation feature is extensively used by e-commerce retailers to help customers find the best product. Amazon, Netflix, eBay, and lots of others are now using this AI based recommendation feature.
5. Introduce virtual personal shoppers
AI can now enable e-commerce companies to create purposely-built ‘shopper’ assisting their customers online.
Customers shopping in a physical store have an opportunity to directly engage in the conversation with a shop assistant. But e-stores have been doing this by forcing customers to browse categories, enter keywords in a search box, and apply filters. This is a boring process, but AI can make it interesting by powering a purposely built ‘shopper’ that assists customers online.
Amazon’s Alex is the latest example of how a virtual assistance helps a user to buy online as simple as possible. With Alexa, customers do not need to visit an app or browse products. It can now be done simply by the utterance of words, like ask “Alexa, order Newman’s Own K-Cups” and the voice assistance will find it on Amazon e-commerce website and facilitate the purchase.
Author Bio :- Sofia is a digital marketing expert in Rapidsoft Technologies, is an offshore software development company which provides Software for Education, Automation, Construction and Finance across the global. She loves to write on latest mobile trends, mobile technologies, startups, and enterprises.