AI: Helping the Retail Revolution Take Off

January 29, 20199min

Consumers give brands less and less time to get it right when it comes to Customer Experience.

A survey of 14,000 consumers around the globe published by consulting giant PwC last year found that almost a third (32 percent) would leave a brand they liked after just one bad experience.

That doesn’t leave much margin for error. Brands need to ensure they are using every tool at their disposal to understand what motivates customers and how their demands are changing.  Knowing this can make all the difference to securing sales, driving up revenues, recruiting to loyalty programmes or hitting higher customer experience benchmarks.

The picture is complicated by the multiplicity of channels and platforms we increasingly use as consumers. Opus research in 2016 found that customers used an average of 3.5 channels to complete digital shopping and other brand-related tasks.

Retail organisations know that in the age of multiple channels and easy-come-easy-go consumer interactions they must get as close to customers as possible, understanding their changing requirements and responding to their concerns as quickly as possible.

AI turns customer data into a powerful source of insights

Almost every consumer-facing enterprise is now using analytical techniques to extract insights from transaction data, but until the advent of artificial intelligence (AI), it was not possible to analyse customer reviews as effectively. Firstly, they were too numerous and secondly, how do you obtain actionable insights from what customers think?

The answer is that AI uses natural language processing (NLP) and machine learning (ML) and together these two technologies make it possible to automate the analysis of thousands of reviews. This is about more than just picking out particular words such as “camera”. ML applied to NLP detects the sentiment behind the words so that what consumers think about the quality of the camera is revealed as well as particular aspects such as its lens or range of shutter speeds.

Companies with access to a platform that applies these technologies to the insight of real customers, obtain hugely valuable, easily-understood insights into what pleases or irritates customers. AI can spot trends in anything from fashion to festive toy-buying or travel destinations before consumers themselves are aware of them. On a personal level, real-time customer review insights enable customer-care departments to respond quickly to consumers who express their dissatisfaction about some aspect of a product or service, building trust in a brand as a result.

Uncovering the unknown knowns in customer data

Companies can use AI to uncover from customer data what may be eluding them through conventional means. If we take the example of two car dealers selling the same model of four-wheel-drive vehicle, they can deploy AI to analyse the feedback their customer’s leave, to discover why they generate very different levels of satisfaction in their respective sets of customers.

ML and NLP can rapidly drill down into the insight left by customers and blend all the available data to find out the likeliest causes of these problems from hundreds of possible factors. It can achieve in seconds what may take a member of staff many days, without the same guarantee of AI’s accuracy.

Blending customer data for greater insight and personalisation

The capacity of AI to digest masses of information and teach itself about significant patterns, means that customer review data can be blended with the other data that enterprises hold, transaction data being the most obvious. This can be combined to provide more wide-ranging insights that increase efficiency and responsiveness. The range of sources can include stocking and supply chain data, or details of finance deals, after-care packages, warranties, or product specifications.

This also feeds into the necessity for personalisation in customer engagement. With increasing numbers of consumers becoming inured to standard advertising or content delivered directly by brands, personalisation is necessary to cut through the noise. Individual transaction histories along with browsing habits or inquiry logs can be combined with review insights. Using this data, AI automation gives a company the ability to intervene with offers, notifications and discounts just as consumers are hovering close to the point of making a purchase or in danger of dropping out. At these moments, a single timely intervention can be decisive.

AI-driven insight is essential for you to compete with the retail giants

The retail giants such as Amazon are fast developing their capabilities, honing predictive analytics so that recommendations are personalised and based on the individual’s history, rather than on what other customers “also bought”. The rest of the retail world cannot afford to overlook AI when it is sitting on masses of valuable information in the form of customer insight – especially when they are from real, authenticated customers.

AI solutions are fast developing right across retail, such as the rise of conversational commerce through applications such as Google Duplex, or the emergence of visual product searching in which a mere image is sufficient to trigger a wealth of results.

Many AI solutions will struggle to make any impact in the real world of retail, whereas the insights delivered from the feedback of real customers are available now and can become the catalyst for transformed levels of customer engagement.

Customer Experience has become the main battleground of competition and personalisation one of the most effective weapons. No retailer can afford to ignore AI and the insights it delivers from real reviews if it wants to get ahead of the competition.

Neil McIlroy

Neil McIlroy

Neil McIlroy is Head of Product Innovations at Feefo.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


vape: lava flow vape juice led pen mod vape shop el paso aspire speeder alcohol vape pen card vape fantasia vape pen e cigarette png vape sensors vicks vapor rub toenail fungus before after vape junkie ejuice coupon code smok company moon mountain vape voopoo drag 157 owner manual tacos al vapor receta tobeco super tank coils amazon awesome vapor best online vapor store vapor iron for clothes vape wax flavors city vapor and e cig e cigarette tanks cheap wet dream vape juice two piece ecig plain vape juice do vape websites ask for id vapo e cigarette my blu vape not working e cigarette farligt vaping ban 2019 medua in chain e cigarette voopoo drag gold vs black vaping cbd juice voopoo drag mini skins tank coils 240ml e juice box mods kits sigeli fuchai 213 rx200 kit emow vape pen imren 3000 mah water cooled drip tip black house vape volcano kapahulu smok xcube 2 skin wrap smok coils q2 uwell valyrian high vg cbd how to patent my own vape juice pics of voopoo 2 revtech phantom voopoo drag mini n1 13 or 14 ohm vapor hookahs

weight loss: l carnitine weight loss results digestive enzymes for weight loss omad weight loss results should i get weight loss surgery weight loss drinks that work fast cold weight loss al roker weight loss diet 2 day japanese diet pills weight loss meal ideas mama bear weight loss how to eat flax seeds for weight loss cpap weight loss sweet potato for weight loss sugar busters diet weight loss weight loss pill garcinia real dose weight loss formula 1 reviews meal prep menu for weight loss water with lemon weight loss 2 week weight loss workout jemima kirke weight loss lemon ginger water for weight loss can probiotics help with weight loss how to drink vinegar for weight loss apple vinegar benefits weight loss ssm weight loss best fruit juice for weight loss are cheerios good for weight loss healthy protein bars for weight loss aurora weight loss walgreens weight loss pills that work post weight loss skin tara banks weight loss jamaica drink weight loss supplements weight loss best fast food salads for weight loss margot robbie weight loss side effects weight loss pills free trial on weight loss pills diarex water pills weight loss cedric the entertainer weight loss weight loss pills in gnc b12 shots for weight loss clinics diet pills to help lose weight child weight loss pills 4c diamond slimming diet pills apple cider vinegar and keto pills reviews ace diet pills 65 pound weight loss fat burner pills for women weight loss doctors in macon ga purefit keto pills chinese diet pills

male enhancement: exercise libido penis enlargement techniques can you buy cialis over the counter best natural testosterone booster 2020 isosorbide 10 mg does blood pressure medication cause ed best penis enlargement surgery penis inlargment do fat people have small penis sex male pills jelqing cream average size pennis 15 year old how to accurately measure penis size viagra pill color girls pinis penis head too sensitive how to measure girth of a penis xcel supplements penis strecther how to avoid ed red pills floppy penis spring valley supplements review flaccid meaning foods that increase erection does niacin work like viagra korean ginseng for erectile dysfunction most expensive surgeries how to have a strong erection dont get hard causes for erectile dysfunction ed condition garlic for penis uncircumcised dick pic chinese woman sex penile reduction surgery wiki best energy pills male performance enhancers thunder jacket amazon pill pack review dick food blood thinners and viagra men on men in bed advanced alpha testosterone booster prescription energy medication how to decrease penis size testosterone up number 1 male enhancement best tribulus terrestris cialis forum male stamina enhancement pills nfl erection

cbd oil: cbd oil for migraines acdc cbd vape cbd full spectrum oil can cbd oil help you quit smoking thc cbd oil and kidney disease which cbd oil is good for inflammation is hemp oil and cbd the same cannabist oil cbd guide how to smoke cbd oil without vape cbd business cards cbd oil for pregnancy nausea cbd oil vertigo how does hemp oil work cheap accommadation melbourne cvs pharmacy forest hills high cbd rso how long before swallow cbd oil cbd vape pen oil cbd who to trust earthly body cbd daily intensive cream organic certified cbd oil best restaurants in melbourne cbd 2014 buzzies for anxiety reviews cbd oil for adhd mayo clinic cbd sleep apnea green roads cbd oil 550mg hemp oil medical uses aleve chemical formula ross lynch what we re about cannabis oil treatment for cancer what does ons stand for bp trials cbd effect on blood pressure alana surfer green roads cbd stock price charlottes web hemp extract oil plus cbd oil where can i buy allmed montgomery al cbd oil reactions black seed oil sex what temperature to use for mct cbd oil cgb oil hemp cbd oil for cancer what is cbd oil use for cbd oil and bladder cancer spinal stenosis and cbd oil pur canna pen clinical trial fort worth cbd oil for lgs cbd oil versus hemp oil for anxiety cbd oil sold in health dtores nhemp bomb cbd oil