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Artificial Intelligence in Digital Commerce
Truth and Fiction
Ihr Ansprechpartner:
Matthias Zacher, Manager Research & Consulting, IDC
Internet World - 10. Oktober 2018, München
Matthias Zacher
Manager Research & Consulting
T +496990502-116
2Copyright © IDC 2018
About IDC
3
AI on Wiesn
Quelle: SZ,26. September 2018
Copyright © IDC 2018
Commerce Everywhere
EcosystemPartner network is a top
priority for business model
innovation
Digital Supply Chain72% view the Internet
of Things (IoT) as a key
enabler for the supply
chain of the future
Sources: IDC Retail Innovation Survey 2018 (n = 400);
other public sourcesCustomer
Experience39% use AI for CX
personalization
InnovationBy 2020, 32% effort on
disruptive innovations
AI
Digital commerce
products, interfaces
adidas foresees
ecommerce growth from
$1B to $4B by 2020
80% of apparel
orders with free shipping.
demand for same-day delivery,
and flexible returns
IoT commerce
$10B by 2020
Retail C-Suite Priorities Over the Next 5 Years
4Copyright © IDC 2018
Traffic and Conversion: No Longer Business as Usual
5
Touchpoints
Interfaces
Multiple engagement
inputs
Location (space)
Customer
moments
(time)
Source: IDC, 2018
Customers searching
for products
Products finding
customers
Guided selling
Contextual discovery
experiences
Segments and personas
Hyper-micro-segmentation
Active and
passive
shoppers
Reactive
Proactive customer
service
From
To
Copyright © IDC 2018
6Copyright © IDC 2018
Digital Commerce Transformation Trends
Data, Analytics, and Algorithms
Cloud Microservices Architecture
Mobile/Social B2B Commerce Transformation
Marketplaces
API Economy Omni-channel Curated Customer Experiences
Augment rules and analytics-
based decision systems
Automate manual decisions
and processes
What Makes a Retail Business Artificial Intelligence Enabled?
7Copyright © IDC 2018
8
Intelligent Commerce
Intelligent commerce is
achieved when artificial
intelligence is embedded
into a digital commerce
application, enabling
automation of commerce
business processes. The
primary innovative
characteristics of
intelligent commerce is
that it leverages machine
learnings algorithms and
learns over time.
Copyright © IDC 2018
AI Foundation is at the Core of All Retail Commerce Platform
Activities
9
Have you already implemented or do you plan to invest in the following innovations over the next 12–24
months? (selected answers on AI)
Source: IDC Retail Innovation Survey 2018 (n = 400)
Copyright © IDC 2018
CX Services, Order Fulfilment Services, and Commerce Services are
Key Capabilities to Address Innovation Priorities
10Source: IDC Retail Innovation Survey 2018 (n = 400) Copyright © IDC 2018
11
A Comprehensive Digital Commerce Platform
Copyright © IDC 2018
AI Drives CX Metrics
CSAT
CESNPS
12
Retailers Expected Improvement
From 5% to 9%: 36%
10% or more: 19%
Source: IDC's Global Retail Innovation Survey, 2017 (n = 400) Copyright © IDC 2018
Data Code
13
How to Operationalize Artificial Intelligence in Retail
Insight Business
ServicesSubject Matter Expert
Data Scientist
Embedded into retail
applications across
business functions
+-
Copyright © IDC 2018
Biggest Challenges to Achieve CX Personalization
14
What are the main challenges that your company is facing to achieve customer experience personalization at
scale?
Source: IDC Retail Innovation Survey 2018 (n = 400)
Copyright © IDC 2018
Artificial Intelligence Will Change Retail
15
By 2019, artificial
intelligence will change how
25% of merchants, marketers,
planners, and operators work,
improving productivity by
30% and KPIs by 10%–20%.
Source: IDC Worldwide Retail FutureScape,
Copyright © IDC 2018
Analytics Services
Customer Product Inventory 3rd Party
Acquisition Ingestion Integration
Information
Level
Back Office Partners IoT
PRESENT ENGAGE SELL SERVICEATTRACTProcess
Level
Real-Time,
Contextual
Hyper-Micro-
segmentation
Structured and Unstructured Data
Dynamic Experience Services
Alert Identify Personalize Execute Monitor Analyze
StoreEngagement
Level
Human
Interfaces
Actions
A New CX Architecture is Required
16
Image Touch
Text Voice
AR/VR Robot Connected
Product
Web
Unified Info Lake
Source: IDC, 2018 Copyright © IDC 2018
17
Advice for Digital Commerce User
Copyright © IDC 2018
Customer Experience – Meeting the Customer Where They Are
User Experience
Design
© IDC Visit us at IDC.com and follow us on Twitter:
@IDC18
19© IDC 2017
Contact
Matthias Zacher
Manager Research & Consulting
T +49 69 90 50 2-116
@zacher_ma
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