Consumer Goods Intelligence in Action
By Team ZineOne July 3, 2019
Top 5 Examples of Product-Integrated AI & ML to Enhance Your Customer Experience Strategy
Experts often discuss the power of Artificial Intelligence (AI) and Machine Learning (ML) models that intelligently react to customer intent in real time, but what do these capabilities look like in action? In our “Intelligence in Action” series, we’re exploring the most robust real-world applications of AI and ML technology currently enhancing the customer experience strategy across industries. After discussing intelligent banking, retail solutions, and quick service restaurant/convenience store use cases, we’re finishing up with a look at AI in consumer goods.
Consumer goods companies have a unique opportunity to better understand and relate to their customers via the products they sell—and with AI, they can make this process even more intelligent. Deloitte predicts that AI models will help consumer goods companies to rapidly improve their efficiency, their ability to personalize offerings, and their outcomes, as well as boosting customer satisfaction. Let’s discover how top consumer goods providers are using AI to enhance the customer experience:
1 | Nike
How it Enhances Their Customer Experience Strategy: By engaging customers around built-in shoe sensors, mobile apps, fitness planning tools, and custom product design functionality, Nike not only creates a highly-tailored customer experience—they also gain a wealth of consumer data that AI models can use to enhance products and experiences moving forward. For example, one brick-and-mortar Nike store in Los Angeles uses membership app data to determine and continually evolve their product mix based on customer interest.
2 | Estee Lauder
Their Solution: Estee Lauder’s AI-powered facial recognition solution, deployed via chat bot, helps customers find the perfect lipstick.
How it Enhances Their Customer Experience Strategy: Available on Facebook Messenger, Estee Lauder’s virtual chat bot uses conversational questions to determine a customer’s ideal lipstick shade, then uses advanced AI and Augmented Reality (AR) tools to pull data about the lipstick and apply the shade to an actual photo of the customer. This intelligent tool puts customer input into action immediately, allowing users to preview Estee Lauder’s lipstick products before they buy and empowering them to make a confident, informed decision when choosing a makeup shade online.
3 | Coca-Cola
Their Solution: Coca-Cola has unveiled a series of vending machines powered by its mobile “Coke On” loyalty app.
How it Enhances Their Customer Experience Strategy: When it comes to vending machines, most consumers don’t have feelings of loyalty—a fact Coca-Cola is trying to change. Its Coke On app, which has been released in Japan, rewards users with loyalty points when they make a purchase from a Coke vending machine. Coca-Cola uses AI to optimize this intelligent mobile loyalty program, showing customers which Coke vending machines are available for use nearby, and providing the company with the data necessary to strategically install new machines where customer demand is greatest.
4 | Walgreens
Their Solution: Walgreens uses an AI tracking tool to monitor the spread of the flu and keep important products in-stock.
How it Enhances Their Customer Experience Strategy: To help minimize the effects of flu season, Walgreens has deployed an analytics solution that geographically charts the spread of influenza based on antiviral prescription fills and refills in stores. This data is not only presented in an easy-to-understand map format that keeps customers informed and engaged throughout flu season, but it is also acted upon by AI models that strategically keep the most hard-hit Walgreens stores stocked with flu-related merchandise.
5 | Boxed
Their Solution: The subscription service Boxed uses a Smart StockUp AI tool to predict when customers are running low on household items.
How it Enhances Their Customer Experience Strategy: Boxed—a subscription retailer offering regular deliveries of household goods, office supplies, and personal care items—has instituted an AI tool that uses a customer’s purchase history and preferences to accurately predict when shoppers are running low on the household items they use most. Boxed’s website then promotes these items to customers in convenient “Need These Now” and “Need These Soon” bundles for immediate re-ordering, keeping sales consistent and customers happy.
Interested in discussing how an intelligent AI solution could optimize your business’ customer experience strategy? Contact ZineOne to learn more about how our AI-powered Customer Engagement Hub (CEH) uses a wealth of 360° customer data to increase satisfaction and sales in real-time.
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