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We recently brought together a group of US retailers to discuss their ever evolving customer journeys and it became clear that many are increasing and investing in AI.

In a conversation led by recommended partner iAdvize, we heard from a variety of retailers who shared their experience balancing humans with AI to effectively humanise the digital customer journey.

While there is no one size fits all solution, here is their advice to drive engagement, sales and insights…

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<p style='text-align: center;'><strong>Balancing AI with Human</strong></p> <p style='text-align: center;'>Retail Hive members naturally see automation as key when they are scaling to try and match demand on their websites at a time when web traffic is increasing. People are nervous to go back in store and that of course means that consumer presence, research and sales are all happening online. Meanwhile the human connection, whether in pre- or post-sale is important and needs to be continually audited. Consumers are willing to spend more, and faster, but this also means they are becoming more fickle and will quickly drop a brand if the online experience is not on point. With that in mind premium touch points like video and clienteling are important as the role of brick&mortar evolves post-pandemic.</p> <p style='text-align: center;'>Several retailers are already leveraging the skill and knowledge of sales associates online to utilise their expertise in the digital space. Field marketers can also be given platforms online to deliver product demos and engage with the customer, giving them a place to share advice.</p> <p style='text-align: center;'>But finding a cost- and resource-effective balance between AI and human is critical, filtering the need for human interaction to the customers / times where it will have the greatest impact.</p> <p>
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</p> <p style='text-align: center;'>Passionate customers who want to share their product and brand knowledge are an amazing resource that can be harnessed to market and help engage new customers. Can brands create avenues to use their knowledge as part of an online ecosystem of helpful respondents?</p> <p style='text-align: center;'>Having an easy mechanism to enable user generated content and service will create the foundations for a highly engaged customer community.</p> <p style='text-align: center;'>Case study: An iAdvize client (a global electronics and telecoms brand) offered a new buy back deal on one of their products. In order to understand better what their customers thought of the product, they deployed messaging and chat services. They used bots and utilised passionate customers to gain real time feedback on how the campaign was resonating and to learn where they should pivot or adjust images and language.</p> <p>
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