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RESEARCH, ANALYSIS & TRENDS

Another option is to provide customers with In addition, the shop’s search can be optimized in such
individualized offers: depending on the sales and a way that synonyms are displayed as well (for
product preferences recorded via the customer card, example, if a user searches for "sandals", the terms
they receive special offers and discounts via email or an "flip-flops" and "mules" are shown to the customer, too),
app. and besides that, the search is immediately linked to
suitable trends (synonym mapping) and retailers can
Multi-channel strategy use the analysis of multidimensional data from tracking,
product catalogs and other data sources to form an
The trend of the multi-channel strategy, which combines accurate picture of user behavior in order to derive
online and offline offers, will continue to increase. suitable advertising or cross-selling offers. Analyzing
However, detailed knowledge about the shopping needs social media platforms helps identify what consumers
of the customers is essential for success.
are interested in, which topics they talk about the most
Tools such as Intent Recognition in the online shop, for in what ways, and how they relate to products or
example, enable this insight: Using AI-based analytics, customer service, so that individual marketing
the customer's intention to purchase is anticipated in measures can be derived from such information.
order to align the page content, the product selection, Unfortunately, there is no general dosage
and the purchase options.
recommendation in terms of digitization, and every
Among other things, this is achieved by means of special retailer must individually decide how much digitalization
filter methods: based on the assumption that two is actually doing good. The fact is that it doesn’t matter
persons who order the same products also share an whether dealers use digitization to inform, make
interest in certain other articles, traders can derive products available or use it for logistical support. Data
forecasts of their preferences from the previous is always required - to customers, goods, the weather,
purchases of one user and transfer these to a different competition, stock, purchasing power, price
product group or apply to new products, collections, evaluations, etc. - as well as appropriate technologies,
cross- and up-sales. such as specific interfaces, business intelligence and AI
-based analytics, in order to be able to extract, link and
inform this data from different systems. ◊
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia