June 25, 2024
MERGE highlights two trends facing retailers including the transformative role of AI and the importance of understanding Gen Z's spending habits and desire for meaningful brand interactions.
AJ Workman
It’s no surprise that AI and Gen Z are top of mind halfway through 2024, however, the conversation continues to evolve as brands look to accelerate driving traffic and transactions.
AI adoption has shifted from a test-and-learn environment to full adoption and implementation. From elevating the customer experience to optimizing search results and web experiences in real-time, AI continues to be a powerful catalyst for innovation in the retail industry.
These trends were front and center at CommerceNext2024, the leading retail and e-commerce conference that brings together industry leaders to discuss innovation and strategy while exploring the latest trends.
AI at the Forefront
AI is creeping into all aspects of the retail ecosystem and customer journey - from creative development, personalized shopping experiences, chatbots, and customer service:
Another area where AI is impacting the retail landscape is search, making it more accurate and personalized than ever before.
Google is now offering AI-generated summaries and answers in search results, using content tailored to common queries. Another example is Amazon – now, users are able to ask questions directly within search flows and are yielded with products that answer their questions. Amazon is also leveraging AI to enhance category pages with dynamic filters and automated content on product pages, further driving exposure and market growth.
By pushing search platforms to provide direct, thorough answers, AI reduces the need for users to sift through multiple links, further streamlining the shopping experience. This not only enhances customer satisfaction but also drives higher conversion rates and loyalty.
AI-Driven Retail Revolution
Another example highlighted at CommerceNext2024 showcased how Ulta strategically leveraged AI to transform their product description pages (PDP’s) and long-form beauty guides, resulting in a significant improvement in their SEO performance. By integrating AI, Ulta has been able to create dynamic, real-time content updates that enhance user engagement and drive higher search engine rankings, solidifying its competitive edge in the digital retail landscape.
Initially, Ulta’s product description pages contained a Q&A section, which was static and required manual updates and significant effort to ensure insights remained current.
While it required more technical effort upfront, the final product automatically generates and updates content in real-time for each PDP, mining information that is supervised by merchandising experts. As a result, product recommendations constantly evolve and become highly personalized.
Ulta also leverages AI to create SEO-driven beauty guides, which are long-form articles that draw on existing data to answer FAQs. Now, when a user is searching for an anti-aging moisturizer for sensitive skin, they will receive tailored results and a custom product detail page, not only boosting their presence on search engines but also making the shopping experience more intuitive and informative.
Through this strategic use of AI, Ulta continues to enhance its guest experience, providing valuable insights and fostering informed purchasing decisions, all while staying at the forefront of digital innovation.
The Gen Z Spending Shift
Rather than spontaneous, impulse purchases that are often seen among Millennial shoppers, Gen Z prefers to be intentional with their spending.
This was one of the top takeaways from the interactive panel with The Z Suite, a network of diverse Gen Z students from universities across the country.
This more calculated shopping approach to spending gives younger shoppers a stronger sense of satisfaction, according to the discussion. For brands, understanding how to engage with these audience members more thoughtfully is critical to getting on their radars during this discovery process, especially when it comes to large ticket items like furniture, vehicles, and electronics.
When it comes to influencing their buying behaviors, Gen Z looks for brands that can provide a venue for valuable in-person experiences. They are drawn to brands that have physical locations with open environments that allow them to experience the brand on a deeper level. For brands, this might look like hosting interactive in-store events or creating immersive pop-up shops.
Looking to keep your brand’s marketing efforts on the cutting edge? Connect with MERGE's retail marketing experts to help future-proof your efforts today!
