RTP-2018电子商务技术预览（英文版）-2018-19页-4mb

2018 E-Commerce Technology Preview Summary

Introduction

Retail TouchPoints introduced the third annual E-Commerce Technology Preview, featuring insights from 15 industry experts. This guide provides a comprehensive look at how retailers are preparing for e-Commerce and omnichannel success in 2018 and beyond, with key topics including:

• Artificial Intelligence (AI)
• Personalization
• Competing with or leveraging Amazon
• Data Science
• Mobile-First Strategies

The goal is to help retailers identify effective strategies and gain actionable insights for a more personalized and successful year.

Core Content

The Role of Machine Learning in Marketing

Machine learning and AI are transforming marketing by enabling 1-to-1 personalization. These technologies replicate human cognitive processes such as:

• Anchoring: Comparing past and future scenarios
• Availability: Calculating probabilities based on consumer behavior
• Representativeness: Grouping data for pattern recognition
• Gains and Losses: Leveraging loss aversion to drive engagement
• Status Quo: Utilizing default states in systems
• Framing: Presenting information in a way that influences consumer decisions

These heuristics help marketers understand and predict consumer behavior, leading to more effective and scalable personalization strategies.

Personalization at Scale

The challenge of personalization lies in data synthesis and real-time relevance. Retailers must collect and analyze data from multiple touchpoints, including:

• Social media
• Product reviews
• Search terms
• In-store interactions
• Loyalty programs

By integrating these data sources, retailers can build comprehensive customer models and deliver individualized experiences across all channels. AI-powered personalization not only enhances customer engagement but also optimizes the entire purchase funnel to increase conversion rates and revenue.

AI and the Future of E-Commerce

AI is reshaping the retail landscape by:

• Optimizing retargeting campaigns through predictive analytics
• Enhancing mobile shopping by providing context-aware recommendations
• Automating merchandising functions such as discount offers and A/B testing

While AI cannot replace the empathy and emotional intelligence of humans, it empowers marketers to focus on strategic initiatives like client service and business development. According to a study by Persado, 86% of marketers plan to invest in AI and machine learning in 2017, signaling a strong shift toward data-driven marketing.

Key Takeaways

• Machine learning is essential for creating scalable, meaningful customer segments and personalized interactions.
• Amazon is no longer seen as a threat but rather as a valuable distribution channel. Brands are increasingly using it to reach consumers.
• Omnichannel marketing is not just about BOPIS (Buy Online, Pick Up In Store), but about consistent, personalized experiences across all touchpoints.
• Mobile-first is being replaced by context-first strategies, which adapt to the user's immediate needs and preferences.
• AI and personalization are key to driving customer loyalty and revenue growth. Retailers that fail to adopt these technologies risk falling behind.

Strategic Recommendations

1. Leverage AI for personalization by integrating it with existing marketing strategies.
2. Embrace Amazon as a distribution partner rather than an enemy.
3. Adopt a context-first approach to enhance the user experience across devices.
4. Invest in data science and machine learning to gain actionable insights and improve marketing metrics.
5. Ensure a 360-degree view of the customer by combining data from all channels, including in-store and legacy systems.

Conclusion

2018 is a pivotal year for e-Commerce, marked by the accelerated adoption of AI and machine learning. Retailers that understand and implement these technologies effectively will be better positioned to meet consumer expectations, drive loyalty, and achieve growth. The future of retail is not just about technology, but about human + machine collaboration to create individualized, seamless shopping experiences.