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JAVIER ROCAMORAJUNE 27, 2019

Hi. Rocamora speaks. With the arrival of spring that is already glimpsed among the icy winter landscapes, like the timid little flowers that appear between the herbs, like the dark swallows that will return from your balcony their nests to hang, a server wakes up from its hibernation, puts the TV, see Marta Sánchez (lightning!) putting lyrics to the national anthem and think when the Lord will take us.

As it seems that the moment of being snatched to the heights by a fire car is far away and I am still going to continue for a while in this valley of tears, I return to Marketing4Ecommerce to explain what this is about cognitive shopping.

We have already spoken at length about the great barrier that eCommerce has yet to overcome, which is none other than the ability to interact, advise and guide the customer as a human seller in a store would. Come on, the famous omnichannel . In the same way that physical stores are evolving towards 'smart shops' , eCommerce websites also have to do their part.

Let's go to the mess.

What is cognitive buying

Basically, cognitive shopping consists of applying artificial intelligence to eCommerce stores (and physical smart shops, of course).

This implies the use of different technologies that make the user experience as similar as possible to what you would have in a physical store with a seller who advises you and who, if he is a good seller or salesperson, knows how to put on a poker face Adequate to tell you without offending you, that those skinny pants that make the parrots spread over your waist when trying to put them on are not for you.

At the moment the chatbots  that we are starting to see in eCommerce stores do not reach that, but give them time.

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In search of an interaction as natural as possible

The idea is that the user interaction with the online store is as natural and intuitive as possible. That it is not a minor thing, like the ceramic from Talavera.

So far, cross-selling suggestions from eCommerce stores are based on statistics (best sellers), associations (customers who bought this also bought this one), and your order history and in-store searches (we believe that You might be interested in this).

Cognitive buying involves going one step further. You no longer search, you ask, using your voice or a chatbot, and the store understands what you want and advises you. Hence the "cognitive purchase". Behind this there must be a system that is capable of "understanding", knowing what it is that you like, identifying your mood, your tastes and even the clothes you are wearing, for example, in order to guide you through the purchasing process. in the most natural way possible. 

What technologies are involved in cognitive buying?

Big data

Cognitive systems must handle a large amount of data, both from their own and external sources (for example, social networks as long as you have given them permission, it is assumed. But do not worry, you will end up giving it to them), purchase histories and even biometric data . Only then can they make a robot portrait as close to you as possible.

Speech recognition

Siri, Alexa and company are going to have a lot to say on this . Whether they are ultimately the vendors (why are they always "them"?) Or their cousins developed by other companies (Aloha Facebook!) Or large chain stores, remains to be seen. But it is clear that when you enter an online store you will end up talking to say what you want.

Chatbots and voice synthesis

Obviously, if you speak to a store, it will not be so rude as not to answer you in a spoken way . And if you prefer to write, because it is not a thing to start talking at 3 in the morning with the children sleeping and with the thin walls like paper that separate you from your neighbors (hello neighbor! Did I already tell you that you snore like a sawmill in full production?), because chatbots will do the same function.

Visual recognition

The store or virtual seller / vendor will be able to recognize facial expressions to identify moods , the brand of clothing you are wearing, or even that you can show something to your mobile camera and say "I want something like this."

Biometric data

When we like something, our brain pokes us with a shot of endorphins. This is neuromarketing: Endorphins unleash a cascade of reactions that can be measured with the appropriate devices: pupil dilation, increased heart and respiratory rate, sweating ... It sounds like a Minority Report , but it is a Minority Report,  but with steroids . Welcome to the future.

Artificial intelligence

Let no one be alarmed. It is not Skynet taking control of the robots. At the moment, AI is nothing more than very complex mathematical algorithms that allow machines to learn basic things.

The idea is that the interaction seems natural. But that is just what is necessary for cognitive shopping to work: a system that can handle large amounts of data and make decisions on its own based on that data. Not only about what product to recommend, but also about what kind of language they should use to communicate with you.

And this of the cognitive purchase, how many years will it take to arrive?

Young Padawan, if you ask yourself that question, you do n't know us.

This is not speculation or science fiction. IBM already has a cognitive system on the market, called Watson, that does many (not all ... yet) of the things we've talked about before. And there are many large eCommerce companies (have I said many? All!) That are working to make cognitive shopping a reality in the next two years.

We are not just talking about buying, or just online: artificial intelligence-based cognitive systems are called to revolutionize aspects of business such as customer service, logistics management, or banking transactions, now that the blockchain  is relocating them gonads to banks.

Similarly, cognitive systems will be present in the new generation of intelligent and 100% connected physical stores. Another barrier between offline and online that is disappearing. 

In short: The fundamental idea of cognitive shopping (and what makes it really disruptive) is that the store adapts to you to communicate and advise you, and not the other way around as before. 

Do you want to know more about cognitive buying?

94% of managers in the distribution industry say that their companies plan to invest in cognitive purchasing skills in the next 5 years. Raúl Alonso, Retail Leader of IBM in Spain, tells us in this interview

More than 25 years designing and maintaining electronic stores and corporate websites. If you are looking for a seoservicespakistan we can also help you.