Shopper Marketing - August 2017 - 131
ON THE FUTURE
An FCB/RED Point of View
We spend a great deal of time looking
forward - anticipating what is coming, what has
implications for what we do, and what we want to
get excited about. We are bullish about retail's
future and how technology is going to make the
RE TAIL, E VEN PHYSICAL STORES, WILL BE ALL
ABOUT ARTIFICIAL INTELLIGENCE (A.I. ) FOR A
BE T TER SHOPPER E XPERIENCE.
work that we all do to satisfy shoppers even better,
The one thing we are fairly certain about is the
and more convenient. We believe the future is
massive importance of retail experiences. In an
ultimately going well for consumers, shoppers,
increasingly digital and virtual retail landscape,
retailers and brands.
the remaining physical stores are going to have
to work harder to give shoppers a reason to visit
the store. We believe that experiences will need
to work their way into all retail transactions, and
artificial intelligence (or Augmented Intelligence)
is going to be a big part of this change. All the
indicators point to future purchasing moving
toward more automation and information.
Technology now exists to give even the most
fashion-challenged among us a chance to
look good. This new partner in the closet is an
example of A.I. - built for retail, but helping us
look our best.