Читать книгу Enterprise AI For Dummies - Zachary Jarvinen - Страница 61

The global economy continues to apply pressure to margins, but AI gives retailers many ways to push back.

Reduced customer churn: MBNA America found that a 5-percent reduction in customer churn can equate to a 125-percent increase in profitability. Predictive analytics can identify customers likely to leave as well as predicting the remedial actions most likely to be effective, such as targeted marketing and personalized promotions and incentives.

Improved customer experience: A 2014 McKinsey study notes that companies that improve their customer journey can see revenues increase by as much as 15 percent and lower costs by up to 20 percent. AI provides a deeper and contextual understanding of the customer as they interact with your brand. In particular, natural-language processing and predictive analytics provide a granular understanding of your customer regarding their product preferences, communication preferences, and which marketing campaigns are likely to resonate with each customer.

Optimized and flexible pricing: Predictive analytics enable a company to implement an optimized pricing strategy, pricing products according to a range of variables, such as channel, location, or time of year. The system creates highly accurate predictive models that study competitor prices, inventory levels, historic pricing patterns, and customer demand to ensure that pricing is correct for each situation, achieving up to 30 percent improvement in operating profit and increasing return on investment (ROI) up to 800 percent.

Personalized and targeted marketing: A 2016 Salesforce report found that 63 percent of millennials and 58 percent of Generation-X customers gladly share their data in return for personalized offers and discounts. Retailers are uniquely positioned to collect a range of data on individual customers, including preferences, buying history, and shopping patterns. Predictive analytics help personalize marketing and engagement strategies. A 2017 Segment study found that 49 percent of shoppers made impulse buys after receiving a personalized recommendation and 44 percent become repeat buyers after personalized experiences.

Improved inventory management: The days of overstocking inventory are quickly diminishing as retailers realize that optimized stock equals more profit. Predictive analytics gives retailers a better understanding of customer behavior to highlight areas of high demand, quickly identify sales trends, and optimize delivery so the right inventory goes to the right location. The results are streamlined supply chains, reduced storage costs, and expanded margins.