A major reason why independent retailers are wary of using artificial intelligence is the fear that they will lose their personal touch. Afterall, main street businesses generate revenue through personal interactions, building long-term customer relationships and delivering world-class customer service.
It is true that AI cannot reproduce human connectivity and neighborhood investment. However, there are many ways for independent retailers to use cognitive computing to benefit their businesses without sacrificing what makes them unique. In fact, using AI can increase face time with consumers.
Back-office tasks are a primary example of how AI can greatly help a retailer save time and work more efficiently. Take inventory management as an example. AI can analyze sales data to alert or set a schedule for reordering items and avoid overstocking. Plus, the machine can compute the data in far less time than human analysis.
AI can also assist with marketing and advertising. Business owners with artistic flair may rule out digital intelligence. They may believe that using AI for marketing materials such as brochures, posters and flyers takes away from creativity and their business’ brand.
However, the latter type of retailer could think of AI as a creative assistant. In this way, the machine can handle time and energy-draining portions of the design process with the business owner ultimately having the final say on artistic decisions that echo their brand and persona.
In addition, AI can rapidly produce draft layouts for products, signs and decorations. The retailer can then rearrange the layout, use their own preferred display techniques and add elements of their brand. The machine can also give a starting point for campaigns targeting a specific demographic, whether it be kids, adults, seniors or pretty much any group that you can think up.
Synthetic intelligence can work wonders for retailers who need help with writing advertising copy and headlines. These business owners can tell the machine what they want marketing material to convey to customers, and the tone and style in which they wish to communicate the message. AI would then produce a message which, as always, is subject to the business owners’ review and edits.
Retailers can also utilize AI to help produce tailored newsletters based on customers’ shopping history, which can easily be tracked through machine learning. Be sure to write the introduction in your own voice and add your own words to the generated text.
Cognitive computing is also a great way to track customer compliments, complaints, and suggestions. AI can scan text for keywords, making a business owner aware of common issues and what customers love about your store.
Independent retailers who are unsure about using AI can look at the technology as an asset that enhances, rather than replaces, the personal touch. A good rule of thumb is to use AI for backroom and everyday tasks while keeping yourself and staff fully in charge of customer interaction, creativity and the final word.
Thisapproach allows retailers to become more effective while maintaining the authenticity and trust that distinguish independent businesses from the competition.
