Every Omnichannel retailer is seeking to provide better search and recommendations to influence customers and increase conversions. What sources of data should retailers utilize in generating recommendations?

Online retailers have only web-based events like clicks and queries to use for customer behavior modeling. An Omnichannel retailer can combine online data with other data from other channels like loyalty programs and in-store interactions, resulting in more comprehensive intelligence. Research shows that most customers want to be recognized across channels through which they encounter a brand. Customers are also more loyal towards retailers that personalize their experience.

Every action a customer takes is a “signal” that tells us more about who they are, what they like, and what they (and users like them) are likely to do next. Those signals include every customer action, from a purchase, to visiting a retailer website without purchasing anything. When a customer comes into a store and picks something off the shelf and doesn’t buy anything, that too is information. These “signals” can be used to make recommendations and influence the customer.

Here are some examples of signals that we should consider capturing:

Mobile
action data source
starts or opens app Time, location App, GPS
searches Time, location, query App, GPS
Taps item Time, location query, item App, GPS
Adds item to cart Time, location, item App, GPS
Abandons item in cart Time, location, item App, GPS
Purchases item Time, location, item App, GPS
Web
visit time Web tag, Appstudio
search Time, query Appstudio
Clicks on item Time, item Appstudio
Adds an item to cart Time, item Appstudio, commerce suite
Abandons item in cart Time, item Appstudio, commerce suite
Purchases item Time, item Appstudio, commerce suite
Clicks for service Time, item, reason Appstudio, CSR
Phone
Customer calls Time, Item, reason CSR
Store
Purchase Time, item, store Checkout
Return Time, item, store Checkout
interest Time, item, store, aisle Mobile, camera
Uses coupon Time, item store, publication Checkout
Employee contact Time, employee, location, store Mobile, Camera
Email
Opens Time, topic, item Lead gen tool

 

AI Technology for the Omnichannel Retailer 

Capturing mere purchase information reveals a lot. However, customers are unlikely to use our app when they are in the store. Research shows that instead of using an app, people text their friends or talk while shopping. As retailers, this behavior is something we have to embrace. The technology to recognize a customer by appearance is already available and has already been deployed.

Where a customer goes within a store says a lot about them. If a customer spends a lot of time in the sporting goods section they probably have an interest in sports. If they pick up everything with Nike stamped on it, then they probably have an affinity for that brand. If they only buy things in the store after talking to an employee, then we may want to make sure they talk to someone.

The right technology on the backend is critical to any successful retail store of the future. The  right technology is needed to receive customer signals. The right AI technology in the middle is needed to make recommendations and influence customers. Every customer’s visual experience is critical whether it be merchandising in-store, the layout on our app, or the search on our website.

omnichannel retailer personalized appstudio site

And in the web…

For web and mobile web applications, Lucidworks App Studio is our best friend. We can rapidly deploy a search application and improve it just as rapidly when our business evolves. With App Studio, you don’t need to write or maintain any of the code involved in signal capture. AppStudio can also automatically connect many of the kinds of UI features necessary to influence customers!

For the omnichannel retailer, there are signals on the web, in the store, on a mobile app and any other customer interaction. In order to use AI technology and provide personalized service to modern customers, we need to deploy best of breed technologies. Lucidworks is the only company that offers a complete AI-driven search solution that help win and retain customers.

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