3. Enable Subscribe-and-Save Features
The more that brands can predict consumer behavior, the better. That’s why retailers are setting up subscribe-and-save features on e-commerce platforms. These use predictive analytics and past purchasing trends.
“Whatever product you use on a regular basis is automatically delivered to you,” says Andy Szanger, director of strategic industries at CDW.
This could include vitamins, toiletries, or any seasonal or recurring purchases that happen on a regular basis. It’s a simple way for retailers to encourage repeat purchases.
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4. Refine Search Terms to Encourage Future Purchases
According to IBM’s 2024 consumer report, “52% of consumers want to receive information, advertisements, and offerings from stores that are relevant to their specific interests.” Data analytics can help retailers address this missed opportunity by segmenting their audience and targeting them more effectively.
These tools are also helping retailers scale one-to-one consumer experiences and retain them longer term. “When I walk into a physical store today, I have a great experience, but online that is not always the case,” says Jenna Flateman Posner, chief digital officer at Solo Brands.
She shared an example of typing in a product name and having to wade through thousands of results. One of the superpowers of generative AI is that it can lend consistency to product copy and make search terms easily discoverable within a retailer’s system.
Retailers can take any number of these steps to improve the customer experience. It just requires getting the data “into the hands of people who will do something with it,” says Google Cloud’s Steel.
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