With Mother's Day approaching, retail is gearing up 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) 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," says Norberto Bertoni, Head of Business Unit at SIS Innov & Tech, a technological 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 shortages or excesses during a busy period. Another differential is in personalized recommendations, which 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, he explains.
While AI operates on 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 experience. The automation system stands out for simplifying and streamlining processes, as well as reducing operational time.
The synergy between the two technologies can enhance the 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. Next, the AI evaluates real-time performance 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 makes it possible to operate more efficiently. Repetitive tasks are performed more quickly and with fewer errors, which 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 available data, and employee training need to be assessed to ensure successful implementation. It is also essential to consider the security of customer information, especially during periods of high demand. "Data security and ethics in the use of technology are not optional. They are prerequisites to maintaining consumer trust," warns the specialist from SIS Innov & Tech.
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 response to market changes. For this, it will be essential for merchants to adopt a culture open to innovation, continuous learning, and responsibility in data use. "Whoever knows how to use data responsibly and efficiently will not only sell more but also build lasting relationships with their customers," concludes Bertoni.
