2018电子商务技术预览（英文版）-4mb

2018 E-Commerce Technology Preview Summary

Introduction

Retail TouchPoints has released the third annual E-Commerce Technology Preview, offering insights from 15 industry experts. This guide provides a unique perspective on how retailers are preparing for e-Commerce and omnichannel success in 2018 and beyond, focusing on key areas such as AI, personalization, data science, and mobile-first strategies.

Core Content

The document highlights the growing role of artificial intelligence (AI) and machine learning (ML) in transforming the retail landscape. These technologies are being used to enhance personalization, improve customer engagement, and optimize marketing strategies. It also emphasizes the importance of omnichannel integration and the need for data-driven decision-making.

Main Points and Key Insights

1. The Trifecta: Retailers, Consumers, and Machines

• Machine learning is being used to mimic human intelligence heuristics such as anchoring, availability, representativeness, gains and losses, status quo, and framing.
• These techniques allow marketers to create authentic, personalized consumer experiences at scale.
• The combination of human and machine intelligence is more effective than either alone, enabling better customer relationships and higher lifetime value.

2. AI and Machine Learning in Personalization

• AI and ML enable 1-to-1 personalization, where the online shopping experience is tailored to individual consumers.
• These technologies can analyze shopper behavior, predict purchase intent, and optimize marketing efforts in real-time.
• Signal enrichment, automation, and activation are essential to delivering timely and relevant interactions.

3. Using Search, Browsing, and Buying Data

• Retailers must collect and analyze comprehensive shopper data from multiple sources, including social media, reviews, and browsing behavior.
• Relevance is key — focusing on fresh, real-time data such as product pageviews, search terms, and recent interactions.
• Omnichannel personalization is necessary to ensure a seamless experience across all touchpoints.

4. Embracing Amazon as a Distribution Channel

• Retailers should stop viewing Amazon as a competitor and instead use it as a distribution channel.
• There are three main ways to sell on Amazon:
  • Wholesale: Amazon sets the price and sells directly to consumers.
  • Fulfilled by Amazon (FBA): Retailers own the goods, but Amazon handles listing and fulfillment.
  • Amazon Marketplace: Retailers manage all aspects of selling, including listing and shipping.
• Strategic alignment with Amazon is crucial for success, especially given the growing number of Amazon Prime users and the increasing trend of searching on Amazon.

5. Bridging the Gap Between Data Science and Execution

• AI is helping retailers move from personalization to individualization, where each shopper's experience is uniquely tailored.
• Site-wide personalization is becoming a standard, with AI enabling intuitive and hyper-relevant experiences.
• Omnichannel integration is vital for a consistent and personalized brand experience, with the goal of treating customers as individuals rather than segments.

6. AI Reshaping the Retail Customer Experience

• AI is expected to reshape the retail customer experience significantly by 2020, with over 60% of organizations using AI for digital commerce.
• AI can automate merchandising functions such as discount offers and A/B testing, freeing up marketers to focus on client service and business development.
• AI is also useful in optimizing retargeting campaigns, using predictive learning to identify and target high-value customers efficiently.

7. Creating 1-to-1 Customer Experiences

• Personalization is key to customer loyalty and increased profits.
• AI helps marketers understand and anticipate consumer needs, moving from segmentation to individualization.
• A 1-to-1 experience ensures that each customer receives the most relevant experience in real time, directly tied to specific business goals such as newsletter sign-ups or increasing average order value.

Conclusion

The 2018 E-Commerce Technology Preview underscores the importance of AI and machine learning in delivering personalized, omnichannel experiences. Retailers must embrace these technologies to stay competitive, especially in the face of Amazon's dominance. The future of e-Commerce lies in leveraging data science, automating marketing processes, and creating individualized experiences that meet the evolving expectations of consumers.