With the arrival of Mother's Day, retail moves to take advantage of one of the most profitable dates of the year. To stand out among the competition and increase sales, technologies such as Artificial Intelligence (AI) and Robotic Process Automation (RPA – Robotic Process Automation can be great allies. AI allows companies to deeply understand their consumers and act with precision, while RPA ensures automation, agility and efficiency behind the scenes, affirms Norberto Bertoni, Head of Business Unit at SIS Innov & Tech, technology intelligence company in innovation and digital transformation
AI has the potential to transform sales strategies by accurately predicting demand for certain products, based on historical data and behavioral patterns. This helps retailers better plan their inventories, avoiding mistakes or excesses during a period of high activity. Another differential is in personalized recommendations, that increase conversion chances by offering exactly what the customer is looking for. AI enables scalable personalization, creating targeted campaigns that speak directly to each customer profile. This makes the actions much more effective, explain
While AI operates in the strategic front and in the customer experience, RPA comes into play to ensure operational efficiency. From automatic order processing to stock monitoring and real-time promotion implementation, this technology ensures a smooth and uninterrupted shopping journey. The automation system stands out for simplifying and streamlining processes, besides reducing operational time
The synergy between the two technologies can enhance the results. AI analyzes consumer behavior, segment the audiences and suggest the best offers. The RPA automates the execution of these actions, how the sending of personalized promotional campaigns. Next, 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 moment
In addition to boosting sales, Automation reduces operational costs and makes it possible to operate more efficiently. Repetitive tasks are performed more quickly and with fewer errors, what improves team productivity and optimizes the company's resources.
The adoption of these technologies, however, requires preparation. Challenges such as integration with existing systems, the quality of the available data and the training of employees need to be assessed to ensure the success of the implementation. It is also essential to consider the security of customer information, especially during peak demand periods. Data security and ethics in technology use are not optional. They are prerequisites for maintaining consumer trust, Alert the SIS Innov & Tech specialist
In the future, the expectation is that these technologies will become increasingly integrated, allowing retail to offer even more personalized shopping experiences, and operate with greater agility and precision in the face of market changes. For that, it will be essential for merchants to adopt an open culture towards innovation, to continuous learning and responsibility in data use. Whoever knows how to use data responsibly and efficiently will not only sell more, but also building lasting relationships with your clients, Bertoni finishes
