How Artificial Intelligence helps Burberry and Nike to be hyper-focused on the customer and earn more money
By: Kateryna Stetsiuk
Tags: Business, Marketing, Artificial Intelligence, Predictive Analytics, Innovation

Today we can watch how many companies try to be hyper-focused on the customer. And of course, it’s an important step to improve customer experience. Artificial Intelligence (AI) technologies are deeply immersed into an improvement of customer experience. Why? Because AI has a full stack of approaches and techniques to do it successfully.

Many companies still think about how they can improve customer experience and try to avoid innovations. Innovations are always hard, but it’s the only way to be the first and left competitors far behind.

Here we’ll discuss the amazing case of Burberry’s and Nike’s integration of AI technology into their business to provide the best customer experience and earn more money.

Let’s begin with Burberry.

First of all, they offer personalized recommendations, online and in-store. The company can identify who enters the store, and the sales assistant provides the recommendation based on purchase history and social media activities. Burberry develops the app which helps sales assistants to provide recommendations to their customers. If Burberry knows that a customer has recently bought a particular coat, for example, then assistants are encouraged by the app to show them a handbag that is popular among other buyers of the coat.

In 2015, the company announced that its investment in personalized customer management programs had resulted in a 50% increase in repeat purchases.

One specific insight had an impact on product sales that performed well in-store but not so well online. By creating new images for products where the data showed this was occurring, the company saw a 100% increase in sales for one particular bag.

Burberry uses Computer Vision technology to detect a counterfeit and they do it with 98% accuracy. Just upload a photo of the bag into the app and get its authenticity confirmation in a few seconds. The brand builds trust with a customer in this way. The Burberry develops a lot of AI algorithms to make customers happy and isn’t afraid to be an innovative company.

The next and company is Nike.

Nike makes a lot of predictive analytics developments. They learn customer behavior patterns to provide them with the best service. Nike COO Eric Sprunk said: “As demand for our product grows, we must be insight-driven, data-optimized and hyper-focused on consumer behavior. This is how we serve consumers more personally at scale.” Nike analyzes customers using the Nike app and other connected devices like Fitbits to know their habits and predict purchasing decisions. For example, if a customer usually buys shoes every six months and it’s been 7 months since the last purchase, Nike will reach out and prompt that customer to resume their purchase cycle.

The company created the Nike Fit app, which uses AI algorithms and a smartphone to find the right model and shoe size. Just make the photo of your feet and the app will scan it to figure out your size. After it, users also get a list of the most suitable products. The ultimate goal of the company is to fully personalize the product.

AI technology helps companies to provide the best customer experience and earn more money. Never wait for competitors to come along and disrupt your business, just provide smart innovations using Artificial Intelligence.

If you’re not using the AI technology yet, now is the time. Contact STET AI and let’s get it done.