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Artificial Intelligence in Retail: See How Technology is Transforming the Consumer Experience in Shopping Malls

8/13/2019
Artificial intelligence is increasingly present in retail, being applied in online commerce and mainly in offline commerce. In recent years, the digital transformation and the spread of technologies resulting from this process has significantly impacted the interactions between brands and consumers and, especially, the moment of purchase.

inteligencia-artificial-no-varejo

Facial recognition, chatbots that allow customers to interact with virtual attendants and intelligent product recommendation systems are just a few examples of the potential application of artificial intelligence in retail.

It is no coincidence that more and more brands of traditional physical retail are convinced that it is necessary to invest in technology to provide a digital experience for their customers. According to a survey released by Global Market Insights Inc. , the artificial intelligence market is expected to exceed $ 8 billion by 2024. This market interest is explained by the numerous advantages that technology provides for the trade in goods and merchandise.

With the spread of artificial intelligence in retail, brands take an important step in advancing the study of their customers' consumption behavior. Through artificial intelligence it is possible to understand consumption habits and predict the customer's needs before the moment of purchase. If the possibility of understanding a customer's individual preference among millions seemed an almost impossible task, with the application of artificial intelligence this activity becomes real and executable. Check out some examples of the application of artificial intelligence in retail:

Personalized offers

The American retailer Target created a program that combines the use of artificial intelligence and the crossing of data to predict future consumer purchases. With technology, the company is able to offer personalized offers and discount coupons based on the purchase history. In Brazil, the technology is widely used in food retail and in the pharmaceutical sector. Through the application or consumer CPF, companies adjust offers according to each user's purchase history.

Computer vision

Through computer vision, Amazon has revolutionized the purchase process and the user experience. At the Amazon Go physical store, consumers can pick up the items of their choice and leave the store without going through the checkout process. With the technology, the retailer uses the technology to identify the items taken by the customer and the amount is debited from the account on Amazon.

Optimized deliveries

At Walmart, customers can make purchases at the physical store or receive their purchases at home, through a delivery system that uses artificial intelligence to identify the best delivery routes and gain more operational efficiency.

A new way to experience

Have you ever imagined testing a base color or a lipstick without passing the product on your skin? At Sephora, when taking a selfie on one of the store's totems, customers are able to see the right shade of each makeup item in addition to receiving product suggestions according to their profile.

Real-time mapping

Another example already observed in Brazilian retail is the personalization of the shopping experience through data analysis. In the recently opened Ponto Frio digital store, facial expression sensors analyze customer satisfaction and create a heat map that analyzes the entire trajectory made during the time that the consumer remained at the point of sale. With this information, the retailer can rethink merchadising and improve the store's attractiveness.

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