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How Artificial Intelligence Is Shaping Modern Marketing

Perihan El Etreby
Copywriter at Intouch.com - M.A. in Creative Writing from Bath University
October 28, 2021
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With the introduction of AI, companies now have the ability to not only interact directly with individuals but also to transform the data they leave behind into a blueprint of how to actually benefit them in the future. Brands are gradually increasing the role of Artificial Intelligence in their marketing strategies, improving their ROI, because it provides a critical competitive advantage by generating predictive insights to properly foresee customer behaviour.

Predicting Purchasing Patterns

Predictive analytics makes use of massive amounts of data to anticipate potential results. Brands have shifted their focus to predictive analytics in order to masterfully predict buyers’ purchasing patterns. A research done by Aberdeen states that companies that are identifying customer needs and wants through predictive analytics can increase their organic revenue by 21% year-over-year, compared to an average of 12% without predictive analytics.


AI and Digital Advertising

Consumers and brands are overwhelmed every day with advertisements. However, a lot of times they bump into irrelevant ads, so they simply close the ad or move on to their next task. When this happens, advertisers lose money.

Using AI, businesses can improve their return on investment (ROI) by only displaying ads to relevant viewers. Ads can be purchased automatically and then personalised at a large scale. This technology is already being used by many advertisers on online platforms such as Facebook, Google, and Instagram. It is argued that the effectiveness of the campaign is not always clearly reflected on in-store sales, making it difficult to assess the overall effectiveness of the campaign.

In-store Marketing: The right product, to the right customer, at the right time

For brick-and-mortar stores, in-store marketing is the ultimate customer magnet. While it may appear that e-commerce platforms are always one step ahead of their competitors, brick-and-mortar can provide amazing experiences to their customers right at the point of sale. They happen when the customer is interested and ready to shop. So, imagine giving the same personalised experience that the customer admires in online shopping but in-store, where the decision is made. AI and ML technologies provide personalised in-store experiences based on accurate data, so your ad will be displayed nailing the right opportunities at the right moments, leading to delight and purchase.

AI-powered personalisation is reshaping customer shopping habits. It helps deliver better customer experiences by providing better product suggestions, faster checkouts, and more agreeable in-person shopping.

Merging Online and Offline for the Best Results

Many customers enjoy window shopping and aim to only examine products in the store, then, eventually end up buying online. This trend used to make retailers worry, fearing that physical stores would die, but new retailers have embraced the showroom-only concept. These concept stores use AI-gathered data for personalised targeting, allowing businesses to showcase their most purchased products in physical stores for customers to examine or try. This facilitates the shopping experience and also reduces the product return rate. In the new digital era, in-store digital signage can do the work of AI-gathering data in-store, displaying the relevant ads, where shoppers are encouraged to buy on spot.

In-store Displays

In-store displays like digital signages are the new go-for advertising tool! They substitute the prints, reducing the costs, and are always ready to adapt to change directions in real-time in response to what the customer needs. AI-enabled interactive digital signage allows you to change and adjust your content based on the changing needs and demands of your customers. You allow your content to fit the shopper instead of the other way around. With ML, you can transform data into insights and gain complete control over increasing in-store product sales. You can now plan your ads based on what your target audience desires, instead of making uncertain decisions.

Shelf Advertising Robot 

When customers’ emotions are triggered while shopping, their purchasing decisions can be affected. Shelf advertising robots are equipped with light, sound, and motion capabilities, allowing brands to make more emotional connections with customers. They can assist you in reflecting your brand's values and personality in ways other than static displays and product packaging. You can transform your product into a brand storyteller. This highlights products and pushes towards a completely different type of brand communication at the point of sale.


Bottom Line: Why In-store is becoming ever more critical?

People need to connect with brands, to feel and touch the products before making the purchase. 

72% of customers consider the in-store experience the most important channel when making a purchase, and 70% of customers make their final purchase in physical stores, not online. 

By promoting in-store, you offer something that e-commerce lacks: a real connection. People may search for products online, check reviews, and connect with brands on social media, but they still go to stores to buy. And, with the assistance of AI, they can improve their experience and make purchases of the advertised products, as studies show that 49% of shoppers made an impulse purchase after receiving a personalised experience. 

Never let customers pass your brand in-store! Capture their interest in-moment and in-place to promote conversion and enhance their buying experience with Intouch Ads. Contact us for more information.

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