With the arrival of Mother’s Day, the retail sector is mobilizing to take advantage of one of the most profitable dates of the year. To stand out amidst competition and increase sales, technologies like Artificial Intelligence (AI) and Robotic Process Automation (RPA) can be great allies. ‘AI allows companies to deeply understand their consumers and operate with precision, while RPA ensures automation, agility, and efficiency behind the scenes,’ says Norberto Bertoni, Business Unit Head of SIS Innov & Tech, a company specializing in technology intelligence in innovation and digital transformation.
AI has the potential to transform sales strategies by accurately predicting the demand for certain products based on historical data and behavioral patterns. This helps retailers better plan their stocks, avoiding shortages or excess during periods of high demand. Another advantage lies in personalized recommendations, which increase conversion rates by offering exactly what the customer is looking for. ‘AI allows for personalized scaling, creating targeted campaigns that speak directly to each customer profile. This makes actions much more effective,’ he explains.
While AI operates in strategic front and consumer experience, RPA comes into play to ensure operational efficiency. From automatic order processing to inventory monitoring and real-time promotion implementation, this technology ensures a smooth and interruption-free shopping journey. The automation system stands out for simplifying and streamlining processes, as well as reducing operational time.
The synergy between the two technologies can amplify results. AI analyzes consumer behavior, segments audiences, and suggests the best offers. RPA automates the execution of these actions, such as sending personalized promotional campaigns. Then, AI evaluates performance in real time and adjusts strategies as needed. This combination allows for more assertive communication with consumers – with messages reaching the right customers at the right time.
In addition to boosting sales, automation reduces operational costs and enables operating more efficiently. Repetitive tasks are performed more quickly and with fewer errors, improving team productivity and optimizing company resources.
However, the adoption of these technologies requires preparation. Challenges such as integration with existing systems, the quality of available data, and employee training need to be evaluated to ensure the successful implementation. It is also essential to consider the security of customer information, especially during peak demand periods. ‘Data security and ethics in the use of technology are not optional. They are prerequisites to maintain consumer trust,’ warns the SIS Innov & Tech expert.
In the future, it is expected that these technologies will become increasingly integrated, allowing retailers to offer even more personalized shopping experiences, and operate with greater agility and precision in the face of market changes. For this to happen, it will be essential for merchants to adopt a culture open to innovation, continuous learning, and responsibility in data use. ‘Those who know how to use data responsibly and efficiently will not only sell more but will also build lasting relationships with their customers,’ concludes Bertoni.
