Silicon Valley Informs The Shopping Experience

The Wall Street Journal: “With online pricing and inventory easily accessible, consumers are increasingly becoming brand and retailer agnostic. So retailers are turning to Silicon Valley for everything from artificial intelligence to data to draw consumers in … Even the smallest changes online—facilitated by artificial intelligence and algorithms—can make a difference in sales, retailers are discovering.”

“Italian lingerie brand Cosabella gauged customer response to change the color of its ‘buy’ button to pink and its banner to specify it is Italian family-owned, bumping up revenue by 38%. It is also using image-recognition technology … tailoring its website to individual customers based on the advertising image they click to get to the site.”

“Retailers are also customizing the shopping experience in stores, where around 90% of U.S. purchasing still takes place … For example, Burberry Group PLC can ask for a customer’s name and type it into an app when the person walks in, giving access to personal data, including his or her last purchase and whether the person prefers still or sparkling water—and potentially some of his or her public social media presence, too.”

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