What do you expect to be the next big thing?
NLP in search, automated recommendations, AI-generated “shop the look” - these are the things that have already settled in fashion ecom. What do you believe is the next step? Which part of the customer journey still needs AI?
Great question! On the most part, we still provide an almost identical experience for all users, but with AI in the future we can look to better tailor the content not by device, traffic source or other measures but based on the intent of the user.
We know that they can fall into a number of different scenarios:
1. Researchers (Problem-aware, not solution-aware)
Just getting started, but not ready to buy. Here to learn.
2. Explorers (Solution-aware, not brand-loyal)
They know what they need. Now they’re figuring out how.
3. Lurkers (Almost convinced, emotionally hesitant)
They want it, but something is holding them back.
4. Card-in-hand (Decision made, ready to buy)
They’re sold. Don’t get in their way.
With AI, I believe we will be able to track these small signals of intent to identify which type of visitor is browsing our site - and serve up appropriate experiences.
This could be mean not showing discounts to people who are ready to buy, while offering more incentives for those almost convinced but need a nudge.
Paul
Visit our website: https://speero.com/
Follow me on LinkedIn: https://www.linkedin.com/in/paulrandall/
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I actually researched the topic after I wrote this question, and customer-level personalization is closer than I expected
Indeed, customer level personalization is much closer now.
We use off-site customer behaviour (always with consent!) and map it to on-site behaviour to create hypertargeted segments, with the goal being to move towards segments of 1.
An example would be: using consented Google search data from users, mapping to Shopify web pixels data (e.g. searches, products viewed etc.) to create a significantly richer picture of the user which can be used for advanced segmentation - leading to personalized recommendations, search, CRM campaigns etc.
Sounds very futuristic but it’s just become possible through new regulation and AI.
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