Personalisation set to become the new mobile, Salesforce

2018 is the year personalisation goes completely mainstream, according to Salesforce.

The company has put together eight predictions for retail this year. Topping the list is consumers' expectation of a personalised shopping experience in line with the one they get via their mobiles today. “More retailers will offer AI-based personalisation than those who do not," states Rick Kenney, Head of Consumer Insights and Kristyn Levine, RVP, Global Retail Practice. "To compete with entrenched marketplaces like Amazon and emerging subscription models, more retailers will turn to AI-based capabilities (product recommendations, email, personalised product pages, etc.) to better match shoppers and products. There are already dozens of brands running more than 600 global sites using Einstein Product Recommendations. More retailers will offer personalised curated collections – Stitch Fix was a pioneer but many others are getting into the game – allowing them to collect more customer data and establish greater brand loyalty.”

Meanwhile, many brands will continue to underinvest in training their store associates. And they will fall further behind their peers who put AI-powered mobile apps in associates’ hands to empower them to engage with shoppers in compelling new ways. That said, stores will continue to be the centrepiece for brands to raise awareness and attract shoppers, but formats will change dramatically, and fast, as strange bedfellows come together to reach new audiences.

Birkenstock and Barney’s have, for instance, partnered on a ‘pop-up box’ concept in New York; Engelhorn brought a Tesla showroom into its Mannheim, Germany flagship store; Nordstrom opened Nordstrom Local featuring wine and manicures but no merchandise. “More retailers will focus on attracting consumers not just shoppers. For example, Nespresso has premiered a boutique concept featuring an immersive coffee experience,” says Gordon Evans VP of Product Marketing, Commerce Cloud and Daniel Reckling, Success Specialist Director.