2023-11-16 23:04:50
Artificial intelligence is increasingly immersed in electronic commerce. There, this technology can enhance the entire strategy, from improving logistics and enhancing inventory management, to optimizing marketing and communication. Having these tools can be a decisive factor for the success of brands during Buen Fin and the holiday season this year.
During Buen Fin 2022, sales through e-commerce represented 18% of the total registered; This year, it is expected to generate sales of at least 141 billion Mexican pesos (about US$8.17 billion), according to the Mexican Ministry of Economy. However, these types of high-traffic events require e-commerce to strengthen its ability to serve users through new technologies that drive hyper-personalization and enable a good user experience.
Mario Miranda, co-executive director of Ecomsur by Infracommerce, highlighted that AI makes it possible to improve every aspect of online sales, from the design of the site to the management of promotions that are displayed in a personalized way for each user who enters the websites. of the brands, “an aspect that is a blow for the attraction and loyalty of buyers during high traffic events.”
In this new era of electronic commerce, the executive commented, each buyer can see a website of the brand of their choice completely adapted to them, receive communication via mailing that makes them feel special and with a direct relationship with the store, and even see personalized advertising while browsing.
Likewise, Miranda pointed out that implementing artificial intelligence tools allows “optimizing fulfillment, stock, order preparation and personalization of offers for consumers of big brands, from luxury brands to fashion and sportswear. “This is the trend in eCommerce that promises to make a difference in sales in the last quarter of 2023,” she stated.
AI also allows for better management of inventory replenishment, depending on the demand of online buyers, since the distribution center can be supplied based on the seasonal preferences and tastes of consumers, which leads to the profitability of the metro. square and avoids stock breakage. “In a season where brands see a surge in their online sales, it is necessary that the catalogs and stock are aimed at both the trends and the tastes of regular users who take advantage of events such as Buen Fin to make planned purchases or advance ordering their Christmas gifts,” Miranda explained.
The coCEO said that Ecomsur by Infracommerce uses artificial intelligence programs based on individual buyer behavior to deliver large-scale predictive analysis, as well as detailed information on consumption patterns, to offer each user a different and personalized experience. “A brand is much more valuable when it knows who its 10,000 or 10 million buyers are, what their tastes are, what colors they prefer or how they like to receive their orders; “That is the value that a company should not miss during high season,” he added.
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