Identifying customer priorities
Retail chain Macy's recently unveiled mobile technology designed to enhance in-store shopping experiences. Through a cognitive-enabled mobile solution, a customer that needs help finding women's shoes, for example,
can type or speak the request into a phone and get a response similar to that of talking with a sales associate. Instead of being shown a floor plan or a map with a blinking dot, the customer will get a reply
instructing her to walk straight ahead to the escalator, go down to the first floor, look to the left for cosmetics and walk through cosmetics to women's shoes.
Within a month, it became clear that integrating cognitive technology allowed customers more flexible interactions. "Instead of buttons on a screen, you could open it up to hundreds of new options," said Don White,
CEO of Satisfi, which implemented the cognitive initiative for Macy’s.
Satisfi and Macy's initially thought that customers would ask for, say, women's athletic wear. But instead, they're asking for women's running shorts in a particular brand. Multiplied by thousands of interactions,
those inquiries give Macy's a unique perspective on customer desires. Customers also often ask for product advice or the inventory status of an item. "By providing a cognitive interface, you're able to really
draw out what people are trying to accomplish," said White.