In the competitive landscape of e-commerce, where differentiation is key to consumer engagement and loyalty, the strategy of “Complete the Look” merchandising has emerged as a critical lever for enhancing customer experience, optimizing cost efficiencies, and maximizing the lifetime value of customers. This approach, significant across fashion, furniture, and cosmetics sectors, serves a dual purpose: it caters to the consumer’s desire for a holistic shopping experience and provides businesses with a powerful tool to increase margins and overall efficiency. As we navigate through this strategic imperative, we address the Chief Digital Officer, the CFO, and the Digital Merchandiser, highlighting the multifaceted benefits of integrating this approach into your digital strategy.

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Michelle Bacharach, CEO of FindMine, discusses the success and challenges of using AI in the retail industry. She explains how FindMine helps brands enhance the customer experience by providing personalized recommendations and prescriptions. The conversation covers topics such as the shift in consumer behavior, the disconnect in the customer experience, the role of AI in personalization, and the future of FindMine. Bacharach also emphasizes the importance of measuring success beyond conversion and average order value, and highlights the need for brands to consider margin and long-term brand health. In this conversation, Michelle Bacharach discusses the process of using AI to improve shopper experiences and drive revenue. She explains how margins can be approximated and strategic products can be identified. She also outlines the onboarding process for implementing AI technology and the roles involved. Additionally, she highlights the ongoing management and reporting aspects of using AI in retail.

Takeaways

1. FindMine helps brands enhance the customer experience by providing personalized recommendations and prescriptions.
2. The shift in consumer behavior has led to a disconnect in the customer experience, with customers seeking expertise outside of the retailer’s four walls.
3. AI can play a crucial role in personalization, but it is important for brands to use the right kind of AI for their specific goals and outcomes.
4. Measuring success in the retail industry should go beyond conversion and average order value, and consider factors such as margin, repeat purchase, and long-term brand loyalty.
5. The future of FindMine involves expanding to different touchpoints and leveraging generative AI to create a more seamless and personalized shopping experience. Margins can be approximated by analyzing publicly available information and anecdotal feedback from merchants.
6. The onboarding process for implementing AI technology typically involves obtaining the product feed, conducting training, and installing the AI system in the customer journey.
7. Key roles involved in the process include the Chief Digital Officer, CMO, CFO, and individuals from merchandising and marketing.
8. Ongoing management includes reviewing performance, making adjustments, and utilizing reporting to drive revenue and improve the overall business.

Chapters

00:00 Introduction and Background

01:26 The Shift in Consumer Behavior

04:14 The Disconnect in the Customer Experience

05:16 The Difference Between Recommendations and Prescriptions

07:20 The Role of AI in Personalization

10:46 How FindMine Uses AI to Enhance the Customer Experience

15:22 Using FindMine in Customer Care

19:03 Expanding FindMine to Different Touchpoints

20:25 Measuring Success Beyond Conversion and Average Order Value

30:07 The Future of FindMine

35:41 Setting Expectations and Measuring Success

41:05 Approximating Margins and Strategic Products

42:08 Getting Started and Onboarding Process

44:07 Roles and Responsibilities

45:19 Ongoing Management and Reporting