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How to improve customer engagement by using AI-driven marketing & merchandising
- 1. How to improve customer engagement by using AI- driven marketing & merchandising Brad Houldsworth Strategy & Innovation Manager @RemarkableNet Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 2. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Unless you’ve been burrowed deep underground for the last couple of years, you’ve probably heard of artificial intelligence...
- 3. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet 92% of retail companies have increased their investment in AI or Big Data this year!
- 4. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Over the last 5 years AI to embed itself into all aspects of our lives
- 5. AI is already everywhere... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 6. And everyone is already talking about it... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet 😲
- 7. Source: Brightedge survey of more than 500 digital marketers in Feb 2018 Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 8. These are the broad AI topics being talked about... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet ● Content personalization ● Augmented and virtual reality ● Autonomous objects / systems ● Facial recognition and visual search ● Biometrics
- 9. Source: @chethankumargn on Medium Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet There are two forms of AI application within the eCommerce AI world...
- 10. Here are the 7 key areas to focus your initial AI efforts on... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 11. Focus area 1 AI Copywriting Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 12. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Copywriting is often overlooked, yet can have a hugely beneficial impact on CTR...
- 13. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet But let’s face it, writing copy is boring as hell...
- 14. So, use AI to write/help you write copy... https://phrasee.co for subject lines & marketing headings https://www.grammarly.com for copy checking & enrichment https://www.persado.com to personalise copy Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 15. Focus area 2 AI Site Search Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 16. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet What results should I be shown from this search?
- 17. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet IT courses? IT hardware? IT jobs?
- 18. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet That weird clown film?
- 19. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet That film I watched and couldn’t remember the name of?
- 20. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Synonyms of the word?
- 21. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet This historic tag line?
- 22. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet A search engine should consider your previous behaviour, your content engagement and all recently recognised patterns...
- 23. A search result will differ depending on the input type... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet A text-based query is very different to a screen- less query...
- 24. Use AI to power your site search... https://www.visenze.com/ for visual search functionality https://Vybe.com/ if you want control of search results https://www.klevu.com for machine-learning search technology Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 25. Focus area 3 Chatbots Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 26. Revolutionary eCommerce Technologies Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Bad chatbot Slightly better chatbot....
- 27. “By 2020, 85% of our engagement with businesses will be done without interacting with another human. Instead, we’ll be using self-service options and chatbots.” Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 28. Revolutionary eCommerce Technologies Use AI chatbots to replace customer service... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 29. Focus area 4 AI Display Ads Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 30. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Display ads are the oldest form of digital advertising, yet have a history of irrelevant placement and poor ROI...
- 31. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Use AI to target your customer with: a. An ad “type” which they have previously click on b. An ad using styles of copy they have previously engaged with, or style they actually use themselves c. An ad on a day, or time of day when they have higher click-through or engagement
- 32. Revolutionary eCommerce Technologies Focus area 5 Predictive Analytics Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 33. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Predicting your customers behaviour is incredibly powerful and valuable... https://en.wikipedia.org/wiki/Netflix_Prize
- 34. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Predictive Analytics is data which gives a deeper understanding of customer habits and preferences. Knowing these habits and recognising patterns and trends allows for predictions to be made in general.
- 35. Use a predictive & real-time analytics tool... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 36. Revolutionary eCommerce Technologies Focus area 6 Merchandising Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 37. Revolutionary eCommerce Technologies Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Merchandising teams often forget the most important element of their site...
- 38. Navigation/Menus… important, kinda. Page copy/links… a little bit important.... Filters/facets… definitely slightly important... Adverts/recommendations… useful, kinda. Product retailing with AI = very important! Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 39. Transform eCommerce experiences with a powerful suite of optimisation tools vybe.com Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 40. Focus area 7 Product Recommendations Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 41. Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet These are AI driven recommendation strategies, and some are certainly more clever than others...
- 42. Revolutionary eCommerce Technologies Use a Product recommendation engine driven via AI... Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet
- 43. To summarise, focus your AI efforts on: Brad Houldsworth Strategy & Innovation Manager @RemarkableNet Stand A50 Next to the Omnichannel Theatre Revolutionary eCommerce Technologies 1. Run your copy through AI for optimisations 2. Install an AI search engine onto your site 3. Invest in a chatbot that will improve your customer engagement 4. Ask your PPC/media agency to start using AI 5. Start tracking your customers so you can analyse and predict 6. Refocus your merchandising strategies to be product focused 7. Integrate an AI product recommendation engine onto your site
- 44. Thanks! Stand A50 (Next to the entrance)Revolutionary eCommerce Technologies @RemarkableNet Brad Houldsworth Strategy & Innovation Manager @RemarkableNet Stand A50 (Next to the entrance) Pop by for a chat about our eCom platform and AI tech!
Editor's Notes
- Afternoon everyone, I’m Brad I work for the ecommerce software agency Remarkable.net as their strategy & innovation guy Which means I get to look at cool tech, chat to our clients about cool tech and hassle our developers to make our own cool tech This afternoon i’m going to show you all how to improve customer engagement using AI-driven marketing & merchandising strategies (CLICK)
- So, Unless you’ve been burrowed deep underground for the last couple of years, you’ve probably heard of artificial intelligence (AI). (CLICK) And in fact, 92% of companies have increased their investment in AI this year. As a software company, Remarkable are massively interested in AI and its applications, especially in our eCommerce world. I mean, AI has been a buzz word for years (CLICK)
- So, Unless you’ve been burrowed deep underground for the last couple of years, you’ve probably heard of artificial intelligence (AI). (CLICK) And in fact, 92% of companies have increased their investment in AI this year. As a software company, Remarkable are massively interested in AI and its applications, especially in our eCommerce world. I mean, AI has been a buzz word for years (CLICK)
- Over the last 5 years AI to embed itself into all aspects of our lives and when you look at how its embedded itself, you realise its starting to change everything (CLICK)
- Lets quickly look at simple applications of AI We’ve got self-checkouts everywhere, advanced security checks at the airport, we’ve got Siri or OK Google on everyone’s phones You’ve got intelligent tooth brushes that detect brushing patterns You’ve got facial recognition AI that started a few years ago on Facebook I believe its going there is going to be an AI turbo-drive starting in the next 5 years The giants such as Google and Microsoft are already investing heavily into new AI initiatives and are using AI in most of their software Google’s purchases DeepMind for £400m in 2014, the artificial intelligence company that specialises in algorithms and machine learning for ‘positive impact’
- Reality is everyone is already talking about artificial intelligence in ecommerce If you search for AI online, you will find millions of articles that predict a marketplace dominated by artificial intelligence. These articles and top-tips are often too ‘advanced’ and slightly farfetched suggestions like wearable technology Which is a world we are slowly getting to, yet we’re not quite there yet. Now many e-commerce businesses are already using forms of AI
- When Brightedge (an enterprise level SEO platform) asked 500 marketers what their company uses AI for,... 8% said attempting to increase ROI with existing campaigns 15% said... 27% said... 31% said they are using AI to better understand their customer - whether that be what their interests are, what/where they go each day and how they behave.
- These are the broad topics being discussed where you can use AI in our world… I’m going to chat through a few these but i’m going back to basics today to give you some real actions you can take away and look at or do Before we get into those I want to get a little technical super quick
- There are different forms of AI In the ecommerce world the two most common are Machine Learning and Natural Language Processing ML is basically where systems learn from patterns of huge data sets, and become smarter and smarter over time NLP is where the data being fed into the system is better understood and the meaning of questions or text becomes known But that’s as technical as I’ll go today Right then, Hands up if you’re in a marketing or merchandising team Hands up if you’re business owner or director Hands up if you’re neither of those, you have no idea what i’m on about, but you’re here anyway Alrighty then...
- Over the next 20 mins, I’m going to show you how to Market, merchandise and sell effectively Better understand your customers And, Generate new leads and provide enhanced customer experiences online All using A.I. and automation. I would hope everyone here is looking to do at least 1 of those 3 things. So, lets get into how to improve customer engagement on your eCommerce website and i’ve got a load of ideas to give you
- The first technique i’m going to discuss is copywriting with AI
- Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on CTR (click-through rate) and conversion rates.
- But lets face it, writing copy is boring as hell. If you’ve ever tried to write a 100 word product description for 100 products - you’ll know what I’m on about. Especially when your SEO team are like ‘its gotta be unique’ and your buyers are like ‘its not red its Razzmatazz red’.... Fingers up!
- So here are some tools which will make your life a lot easier. These are AI copywriting platforms. The first is a platform for writing email subject lines and headings/titles for your marketing activities. I believe they released a feature for social posts not too long ago which sounded great. Grammarly is quite a common chrome browser plugin, it helps with writing copy and enriching it Finally phersado - a powerful and enterprise-level platform for personalising your copy
- The second technique to discuss is site search A search box is a fundamental feature in pretty much every single ecommerce website The function allows a user of the website to type text into a box, and for products or any type of results to be given back to them. The users of a website which use a search box typically have a much higher conversion rate than those who don’t use it, but normally only about 10-20% of all website users actually interact with that search box
- So lets quickly think about search engines as a whole, and how they actually already use AI Because searching on google for the word ‘IT’ should return, what?
- It jobs? It courses? It support? It hardware
- IT the film? IT showtimes? IT plot line? IT characters/
- Or do I actually mean the film IT Follows which i watched last week, just can’t remember exactly what its called
- Or do I want a synonym of the word it?
- Or Am i trying to remember a long lost tag line like this beauty
- So as well as the search engine and algorithm trying to understand what I mean by ‘it’, looking at what i’ve searched for in the past and what content i’ve been shown to understand my intent it becomes even more complex when you search in different ways
- As the way I search changes depending upon my entry type. Text-based search queries and very different to voice-entry queries, which are also different to screen-less voice search and this is also hugely different to image search This different type of search entry means my search is going to change even when I am looking for the same thing
- Bringing it back to eCommerce and the search engines on our eCommerce sites Thankfully, there are many tools which help customers discover products easily and with releveance Here are three tools
- We all know what chat bots are They are simulations which attempt to answer questions - sometimes really well, sometimes not at all
- I’m sure most of us have had a bad experience with a chat bot Just like this one…. Compared against a conversational Chatbot which uses AI...
- According to Gartner (that great comparison/tool that everyone pays for listing their tech), they said by next year, 85% of our engagement with businesses will be done without interacting with another human. Instead, we’ll be using self-service options and chatbots.”
- Display advertising is the oldest form of web/digital advertising, however over the years, consumers have become bored of completely irrelevant ads or just boring display ads being shown to them. As a concept display ads and adding AI into them is not groundbreaking. but if you’re doing any form of PPC or display ads - then you will know getting an ad infront of the right person will enable higher ROI.
- Getting the wrong type of ad infront of a person will give you a poor ROI An example of good display advertising is where your ad is relevant to your content and compliments it. Here is a bad ad, a really placed ad. An awful story from 2012 and right next to it, a display ad with a really inappropriate message. AI advertising make up 20% of the global AI market. The adaptation of artificial intelligence in marketing is still at an early stage, 60% of marketing leaders believe AI will have a transformative effect in delivering the right message on the right channel.
- Display ads have been around since early 2000’s, Programmatic advertising became possible around 5 years ago which took normal display ads and allowed retailers to target consumers based on specific demographics such as their age bracket, salary, interests, job role, and their current internet browsing interest. Today, in 2019, we are looking at technology that delivers those two forms of innovation (hyper-targeting and ad copy AI) So moving forwards there are two forms of AI innovation happening in this space: first, targeting: the right person, at the right time, with the right form of ad. Secondly, the ad copy itself and being completely personalised.
- Next up is predictive analytics Hands up if you know what this is Keep your hands up if you do this already Impressive
- Just to give some context and share a story.. Who can remember the netflix competition back in 2009 with the prize of $1m ? Netflix said they would give the team who increased the accuracy of the company's recommendation engine by 10 percent, $1m. It took a few years, but someone actually did it. Funny thing was, Netflix never actually ever used the code. As in that 3 years it took, Netflix had already used predictive analystics to improve their accuracy by more than 10% anyway - so they didn’t need the code, it was old and redundnant. Improving recommendation engine accuracy was the goal for this particular project/competition, but actually predicting what your customers want and need, even before they realise it, is many retailers long-term ambition. But what is “predictive analytics”
- Essentially predictive Analytics is data which gives a deeper understanding of customer habits and preferences Knowing these habits and recognising patterns and trends allows for predictions to be made in general. There are loads of reasons why you need predictive analytics data... what products customers are looking for helps in identifying popular and not-so-popular products and product categories without having to run manual reports Better planning and forecast sales Tracking which of your drop-ship fulfillers is faster predict revenues from certain products or product categories and avoid undesirable situations where products might be listed as unavailable or out-of-stock.
- These are a few popular predictive analytics systems to check out
- Second to last is Merchandising Digital merchandising is a crucial part of a successful eCommerce business. It’s the secret to engaging your shoppers and guiding them towards making a purchase. When it’s done intelligently, your shoppers are not only more likely to buy the goods you’re promoting, but they’ll actually enjoy engaging with your digital store and handing over their hard earned money. For retailers that means significantly increased conversions and higher AOV.
- When we talk about merchandising, what is often overlooked is the retailing of product itself Because what normally happens in a merchandising or trading team is this
- Merchandising teams look at navigation, page copy, filters/facets, adverts and product recommendation engines But often not really thought about is product ordering & product discovery itself
- A tool which helps you merchandise effectively is Vybe They/we have a tool which allows for both dynamic and manual retailing of product, Essentially a product discovery platform with combines, merchandising, site search, content management and multi-varient testing. Super powerful tool which saves you time, saves you money, and improves your conversion rate out the box.
- Lastly, the old favourite - product recs
- We have all seen these types of product suggestions/recommendations These are AI driven recommendation strategies, and some are certainly more clever than others. The masters in this space are Amazon, their AI capabilities are ridiculous.
- However these are my final recommendations for product recs All of these 3rd parties have AI driven product recs with varying features and functions.
- So to summarise… Run your copy through AI for optimisations Install an AI search engine onto your site Invest in a chatbot that will improve your customer engagement Ask your PPC/media agency to start using AI Start tracking your customers so you can analyse and predict Refocus your merchandising strategies to be product focused Integrate an AI product recommendation engine onto your site