Chicago, Internet Retailer Conference: 3 Retail Solutions to Know (and why AI is already outdated)
Chicago is not Los Gatos. And retail has little to do with a video on demand platform. However, how many references to Netflix during these 4 days of conference here in Chicago! Why ? Two things :
- Netflix knows what content its subscriber is going to like, long before that subscriber does. A bit as if Netflix had entered the brain of its subscriber and anticipated his next actions.
- Netflix makes it intuitive for subscribers to view the content they will like.
Is 1to1 Retail something else?
Here are 3 examples of easily transposable Retail solutions, spotted at Internet Retailer in Chicago, and which do exactly that:
Bluecore is the specialist inpersonalized email marketing. Trivia, do you think? Think again. Bluecore believes it’s time to look beyond credentials and behavior data.
Bluecore adds product data to it.
Take the example of jeans from Stitch Fix, the subscription personal shopping service. Stitch Fix will study the attributes of the garment – brand, color, style, fabrics, cut – but also what are the links between two references, and why? Then Stitch Fix will seek to understand why a customer likes or dislikes an item (kept / returned the garment) by referring to the product data, then to this knowledge will be added the interaction data (how the person buys) and customer profile data.
Listed on Nasdaq since last November, Stitch Fix has announced last Thursday a 30% increase in the number of active customers (2.7 million active customers) and a 29% increase in net sales over one year.
- Email remains a powerful channel for eCommerce marketers
- The missing piece to present customers with the products they will like = product data
- Don’t assume anything. Consider everything and go beyond classic segmentations. So begins a real retail experience that speaks to every customer.
TVPage makes any video clickable / purchasable, automatically matching each product in a video to its product page, where a customer can view the product and purchase it.
But TVPage goes a step further by now putting its video broadcasting platform for influencers and employees of a brand or a brand, to allow them to become influencers in their communities, and to generate a commission on each sale. . At Internet Retailer, TVPage announced the launch for Macy’s’ of the #Macysstylecrew program:
1. Video generates sales; and
2. Social shopping is real.
TVPage brings the two together with Shoppable Video solutions, but also a Social Selling platform available to retailers, for their community at large (employees and influencers). Customers tomorrow?
After the “Search” years, it’s time for Discovery through images. This is what offers Curalate, one of the leaders in “discovery-driven Commerce” which works with hundreds of retailers (Topshop, Macys, Gap, Neiman Marcus, Saks 5th Avenue,…). An example made for Urban Outfitter (UO):
- Identify content created by customers or influencers (UGC) outside the brand’s site
- Obtain their authorization to use this UGC
- Create a LifeStyle / UGC Galleries on the UO Home Page redirecting to the Product page.
What about artificial intelligence? She is everywhere. So she is no longer a subject. Assimilated. An evidence. Another reason not to talk about AI: this science is complex. Maybe, as suggested Reflektion.com quoting Eliezer Yudkowsky, co-founder of the Machine Learning Research Institute, should we leave it to specialists alone to explain it to us?
The correspondant :
Laurence Faguer is a marketer and entrepreneur “go-between” France and USA, founder of Customer Insight.
At the request of French companies, she identifies in person innovations in Digital, Mobile and Retail in the United States, before they are known in France, then helps them to successfully transpose these successful strategies in the US
Laurence is a US and retail expert for FrenchWeb, which regularly includes articles from her blog.