The pandemic has come to change many aspects of our lives. The way we shop and, above all, what we expect from companies when we interact with them are moments when we most notice things are not as they used to be.
In this panorama of challenges and opportunities, companies rely on technology to transform their communication with their users and offer them precisely what they need at the right time.
In this article, we tell you how artificial intelligence and cloud technology are employed to create automated offers capable of reaching users when they need them.
How to Create Personalized, Context-Based Notifications
Consider a person who, amid the hustle and bustle of a work trip, forgot that their favorite soccer team is playing a game in the city they are currently visiting.
This person, who otherwise would have missed the game, ends up buying tickets to enjoy the game live, all thanks to the fact that, just in the nick of time, he receives a personalized notification from the company in charge of selling tickets.
This scenario that might seem like a science fiction story is already a reality thanks to companies implementing cloud services such as Amazon Pinpoint. Through this tool, organizations are achieving highly personalized communication that, in the previous case, is based on user data analysis.
One of the essential advantages of this tool is that it allows the creation of service and product offers automatically and contextually.
In the example we have just seen, the user's location in the city of the match triggered the notification offering tickets, but that is not the whole story, and it is worth asking how the data that make this type of personalized message is possible?
This is where another advantage of this type of service comes into play, and that is that they can team up and complement other equally powerful tools. If you need to boost your e-commerce through search engines, we recommend the article: SEO content writing for stores: tips to sell on Google.
In addition to the Amazon Pinpoint personalized notifications service, other AWS tools that focus on massive data analysis or responding to contextual events are also being used.
Customized Offers Are an Opportunity to Grow
In December 2020, Cencosud, one of the largest retail conglomerates in the region, began an e-commerce strategy whose fundamental pillar is AWS services. The idea is simple: through machine learning technology, personalized recommendations are created in real-time and based on the previous experiences of each customer.
The results speak for themselves: Jumbo supermarkets, one of the Cencosud subsidiaries that benefited from the strategy, achieved a 1,100% return on investment and registered a growth of more than 257% in just two months.
Thanks to personalization strategies, users use more of a company's digital channels, which allows for collecting more data, getting to know them better, and creating systems that take advantage of the possibility of contacting them.
If a user, for example, constantly views a product but does not buy it, you can identify that behavior and send them an automated notification, either by mail or SMS. You could also reach the user via voice message to let them know that a discount is available for that product, all thanks to the implementation of AWS tools.
Reduces the possibility of error
One argument against this type of tool is that they are not 100% infallible and that an error of interpretation, say, in a handwritten line of text, could mean denying a loan and, as a consequence of that failure, losing the customer.
The good news is that AWS tools can indicate the confidence level with which they were able to extract the information from a document field. Based on that confidence level, a manual review instance can be created to minimize the chances of error.
Similar examples can be found in any company where processes require processing documents.
The advantages and flexibility they include can also be seen in how these tools are paid.
Beyond sales
In addition to boosting sales volume, the essential benefit of having personalized communication with customers is that it generates memorable experiences.
Organizations must provide their services to an ever-increasing number of audiences. An immense diversity makes segmentation a titanic task if they do not have the appropriate technological tools.
In this regard, tools that allow segmenting the audience and creating personalized messages according to the context can have a significant impact, not only in the sales process but in every aspect of the relationship with the customer.
The impact of cloud-based IT tools includes delivery logistics processes (through notifications that indicate the moment of the process in which a product is found), but they can also significantly help improve the post-sale relationship, as mentioned above.
