Retail Merchandiser - March/April 2018 - 75

RETAIL SOLUTIONS SOLUTION PROVIDER
any drink, would be willing to enter the
category. But AI-enabled category management solutions assigned the outcome
goal of increasing sports-drink sales can
identify trends in behaviors for sportsdrink consumers in other categories that
make it clearer who to target and what
it would take to convert them.

"Improve the shopper
experience and deepen relationships with
[your] customers."

unrestricted range of offers that humans
may not think to send, the system is
able to 'learn' the best mix of offers for
increasing redemption rates and supporting marketing goals.
No matter how intelligent the
targeting, marketers need to ensure
their messages are reaching consumers
at exactly the right time and place.
An AI-enabled system will know a
customer is likely running low on pet
food, and a new brand with healthier
ingredients will deliver higher margins
in the long run.
By sending a targeted offer through
a mobile app, triggered by a geofence,
marketers can engage with shoppers
in-store, where they are much more

likely to respond favorably than receiving a coupon in the mail or at the point
of sale.

AI-Enabled Merchandising
As one might imagine, the variability in
a consumer's willingness to redeem an
offer is not just about the depth of the
discount; it's about the relationship of
the customer to the product or brand in
question. But that doesn't mean the customer has to be brand loyal or have even
bought the product before. In fact, they
don't even need to have ever considered
a purchase from the category.
In a standard merchandising model,
no one could predict when a customer
who has never bought a sports drink, or

Today, physical retailing is all about
creating a store environment built
on rewarding, data-driven customer
engagement strategies that lead to longterm loyalty. No longer are personalized
marketing or curated assortments the
exclusive domain of digital, nor is it any
longer acceptable to create offers that
supports business goals only to force feed
them to unwilling shoppers.
There is now a fundamental mandate
for stores to have a 360-degree understanding of their consumer and to know
precisely how to act upon that information. Fortunately, with the arrival of AI,
synthesizing and acting upon the insights
customers share at every touchpoint
becomes easy. And doing so will create a
new relevancy and strength for physical
stores in a data-driven digital economy. O
As Senior Vice President of Product
Strategy for Symphony Retail Ai's customer intelligence division, Sy Fahimi is
responsible for product strategy, direction
and execution.
Ryan Powell is vice president of merchandising and category management
within the retail solutions division at
Symphony Retail Ai. Powell is responsible
for the product management, innovation,
R&D and go-to-market strategy for
game-changing solutions.

Volume 58, Issue 2

RETAIL-MERCHANDISER.COM

75


http://retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
Retail Merchandiser - March/April 2018 - 6
Retail Merchandiser - March/April 2018 - 7
Retail Merchandiser - March/April 2018 - 8
Retail Merchandiser - March/April 2018 - 9
Retail Merchandiser - March/April 2018 - 10
Retail Merchandiser - March/April 2018 - 11
Retail Merchandiser - March/April 2018 - 12
Retail Merchandiser - March/April 2018 - 13
Retail Merchandiser - March/April 2018 - 14
Retail Merchandiser - March/April 2018 - 15
Retail Merchandiser - March/April 2018 - 16
Retail Merchandiser - March/April 2018 - 17
Retail Merchandiser - March/April 2018 - 18
Retail Merchandiser - March/April 2018 - 19
Retail Merchandiser - March/April 2018 - 20
Retail Merchandiser - March/April 2018 - 21
Retail Merchandiser - March/April 2018 - 22
Retail Merchandiser - March/April 2018 - 23
Retail Merchandiser - March/April 2018 - 24
Retail Merchandiser - March/April 2018 - 25
Retail Merchandiser - March/April 2018 - 26
Retail Merchandiser - March/April 2018 - 27
Retail Merchandiser - March/April 2018 - 28
Retail Merchandiser - March/April 2018 - 29
Retail Merchandiser - March/April 2018 - 30
Retail Merchandiser - March/April 2018 - 31
Retail Merchandiser - March/April 2018 - 32
Retail Merchandiser - March/April 2018 - 33
Retail Merchandiser - March/April 2018 - 34
Retail Merchandiser - March/April 2018 - 35
Retail Merchandiser - March/April 2018 - 36
Retail Merchandiser - March/April 2018 - 37
Retail Merchandiser - March/April 2018 - 38
Retail Merchandiser - March/April 2018 - 39
Retail Merchandiser - March/April 2018 - 40
Retail Merchandiser - March/April 2018 - 41
Retail Merchandiser - March/April 2018 - 42
Retail Merchandiser - March/April 2018 - 43
Retail Merchandiser - March/April 2018 - 44
Retail Merchandiser - March/April 2018 - 45
Retail Merchandiser - March/April 2018 - 46
Retail Merchandiser - March/April 2018 - 47
Retail Merchandiser - March/April 2018 - 48
Retail Merchandiser - March/April 2018 - 49
Retail Merchandiser - March/April 2018 - 50
Retail Merchandiser - March/April 2018 - 51
Retail Merchandiser - March/April 2018 - 52
Retail Merchandiser - March/April 2018 - 53
Retail Merchandiser - March/April 2018 - 54
Retail Merchandiser - March/April 2018 - 55
Retail Merchandiser - March/April 2018 - 56
Retail Merchandiser - March/April 2018 - 57
Retail Merchandiser - March/April 2018 - 58
Retail Merchandiser - March/April 2018 - 59
Retail Merchandiser - March/April 2018 - 60
Retail Merchandiser - March/April 2018 - 61
Retail Merchandiser - March/April 2018 - 62
Retail Merchandiser - March/April 2018 - 63
Retail Merchandiser - March/April 2018 - 64
Retail Merchandiser - March/April 2018 - 65
Retail Merchandiser - March/April 2018 - 66
Retail Merchandiser - March/April 2018 - 67
Retail Merchandiser - March/April 2018 - 68
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Retail Merchandiser - March/April 2018 - 75
Retail Merchandiser - March/April 2018 - 76
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Retail Merchandiser - March/April 2018 - 78
Retail Merchandiser - March/April 2018 - 79
Retail Merchandiser - March/April 2018 - 80
Retail Merchandiser - March/April 2018 - Cover3
Retail Merchandiser - March/April 2018 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_novemberdecember2019_issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_novemberdecember2019_issue6A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_julyaugust2019_issue4
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