The New Rules for Succeeding in Retail

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But because there is so much data and so many different channels this data can come from, it’s “hard to understand it all and figure out effectiveness,” she explains.

This is also where artificial intelligence (AI) comes into play. Through predictive modeling, AI and machine learning, brands have accelerated their ability to predict behaviors and anticipate needs. AI can allow retailers to look at behavioral data and link all the data points together to build meaningful — and actionable — marketing plans. “AI is a great technology and it can help us to navigate different channels in-store and online,” Gruszka says. “If a customer navigated toward sofas when they were in the store, later on they can get an email that shows sofas — even the specific item they looked at. AI can create those models based off of real-time data.”

Taking it one step further, AR and VR have the ability to offer enhanced customer experiences in store as well. But those technologies, according to Gruszka, are still in their infancy — at least for what they’re looking to do in-store. “We are looking to come up with other ways to appeal to consumers, to be more personalized. In-store AR is still experimental, but within the next 2-3 years AR should become more standard.”