Artificial Intelligence Can Enhance Brick-and-Mortar Retail

ALEXANDRIA, Va. - Consumers love the convenience and selection of shopping online, a move that has caused brick-and-mortar stores to be dubbed “a dying breed.” While more than 3,800 stores closed in the U.S. last year, including some long-standing brands, consumers still want to shop in stores, reports Retaildive.com. However, they want to shop in a different way.

The issue is all about choice, the report noted, plus the fact that sometimes consumers want to touch and feel a product before making a purchase. Having a strong combination of both helps a retailer better cater to customers in a multi-channel way.

Artificial intelligence (AI) is also making its way into stores, but don’t expect robots to be roaming the aisles catering to shoppers. Instead, AI is playing a pivotal role in stores today by assisting store employees and helping them provide a better customer experience.   

For example, customers often have questions or requests that aren’t familiar to store employees. AI can help improve these situations, such as updating a return policy, redeeming reward points or providing contextual answers to questions that can be tailored to the location, season or other policies that would vary from store to store. In addition, AI can recommend options or services available in an individual store and avoid making general suggestions that may be out of stock or unavailable.

Brick-and-mortar retail has been around since the dawn of modern civilization. It simply needs to change with the times, the report said, and that is where some traditional retailers have failed. Retailers should provide their teams with technology that lets them access information faster. People still like to shop, but not the same way they have in the past. As buying power transfers to the younger generation, who value convenience and instant gratification, creating a more modern and convenient experience will be critical to long-term success.