AI powered audience targeting

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Top 3 ways how a retailer can engage shoppers using AI

How many times have you heard an idea like this: since the Covid-19, shoppers desire a more powerful in-store experience; omnichannel and hyper-personalization are a must for any retail business which wants to survive?
June 8, 2022
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The fact that a retailer needs to stand out in a highly competitive landscape is as old as the hills, don’t you agree? Suppose, you agree, and you are already sure that you need some new, smart thing for your store, like AI, Machine Learning, and something else, disruptive and groundbreaking. Yep, it may sound like nonsense, any online trend list is full to the brim with the terms like this. 

But what to do with all this AI-powered magic stuff? We gathered some marketing scenarios that are proven by our customers and really work for a retailer!

Gender targeting

This is the top-1 requirement for offline targeting. For example, you have a beauty store chain. And you sell different perfume lines for men and women, so it’s much more effective to display ads with the male perfume only to men. A specialty here: you can target either beard, mustache or specific hairstyle to promote suitable cosmetics.

Smile targeting

Everyone knows that smiling can evoke positive emotions. Being a source of positive feelings is a key to building good relationships with customers. So why not ask store visitors to smile and show them a relevant message afterwards? That would cheer up and impress people, customers, customers will both remember your product and associate it with positive vibes. Brilliant!

Age targeting

Many brands offer different products to different age groups, or at least change messaging and wording depending on a cohort. For example, a young girl sees a pop-up ad while walking through the sales floor, which suggests her an anti-acne gel, because she is more likely to need it than a woman after 40. Just picture it: now you can launch several marketing campaigns using stronger messaging, more relevant language and offering customers suitable goods for different generations. It helps you engage with your audience on a deeper, more personal level and be more creative without risk: no anti-age creams for 16-year-old teens, no slang for the people under 40.

These scenarios will help you engage your customers, and forge loyalty by providing a better customer experience. One cannot emphasize enough the meaning of a hyper-relevant messaging to the audience right there — at the point of sale, the place of choosing and purchasing.

P.S. You may have noticed that these ideas  are similar to techniques used in  online marketing when advertisers know quite a lot about you, including your characteristics like gender and age, and even your interests, recent searches. Some concerns regarding privacy can be raised when offline targeting technology comes to play. That’s fair, since you need cameras and software to recognize all the parameters we just mentioned. But let such thoughts not disturb you: at Displayforce we care about such sensitive matters; it was 8 years we devoted to the development of the AI-algorithm, which is totally GDPR-compliant.

Put it simply, our tech does not collect or process any personal data i: the only data being analyzed comprises a set of impersonal characteristics and is operated at the edge.

In one of our next blog posts we will tell more about privacy, AI, law, and their well-ordered symbiosis next time. 

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