In this episode of “Voices of Change”, Jackie Palma, Growth Marketing Manager at Xtendo, talks with Francisco Iturriaga, director of e-commerce at The Coca-Cola Company for Mexico. Francisco shares his deep knowledge about the evolution of e-commerce and how the integration of artificial intelligence is transforming the omnichannel retail experience.
Integrating advanced technology into the Customer Experience
Francisco addresses how personalization and technology are fundamental in modern omnichannel commerce. He explains that the key to success in today’s e-commerce lies not only in consistency across channels, but also in the ability to dynamically adapt to individual customer needs through the use of artificial intelligence. This approach allows each interaction to be tailored not only to the consumer’s preferences, but also to their immediate context, providing solutions ranging from user interface optimization to real-time personalization of offers and products.
Personalization in the e-commerce era
One of the highlights of the chapter is the discussion of how artificial intelligence can personalize the shopping experience in ways that go far beyond what has traditionally been seen. Francisco mentions innovations such as environmental adjustments in physical stores that are triggered by the presence of a specific customer, tailoring the shopping experience to their past and current preferences. This strategy not only improves customer satisfaction but also increases operational efficiency by reducing the drain on resources when they are not needed, adapting the lighting, music and even the scent of the store according to who is visiting.
Omnichannel and the future of retailing
In addition to discussing personalization, Francisco delves into how omnichannel is evolving. It’s not just about maintaining a presence on multiple platforms, but integrating them so that each complements and enriches the customer experience, making use of data to anticipate their needs and behaviors.
This holistic integration means that a customer can start their journey on a mobile app and complete it in a physical store without any friction, with each channel communicating and adapting to the customer’s past and current interactions.
The role of AI in customer loyalty
Francisco also explains how artificial intelligence not only helps improve the customer experience but also plays a crucial role in customer retention and loyalty. The ability to anticipate customer needs and respond to them proactively is critical to maintaining a competitive advantage in today’s marketplace.
Advanced AI systems analyze customer behavior patterns to identify engagement and retention opportunities, enabling companies to act before the customer even articulates their needs.
Don’t miss all the details of the conversation and download the episode to listen when you can. We’re on Spotify, Apple Podcasts and YouTube.
