{"id":62781,"date":"2019-11-11T08:00:14","date_gmt":"2019-11-11T07:00:14","guid":{"rendered":"http:\/\/e3mag.com\/?p=62781"},"modified":"2025-09-23T15:47:34","modified_gmt":"2025-09-23T13:47:34","slug":"possibilities-deep-retail","status":"publish","type":"post","link":"https:\/\/e3mag.com\/en\/deep-retail-neue-technologien-revolutionieren-den-handel\/","title":{"rendered":"The Possibilities of Deep Retail"},"content":{"rendered":"

Data is the new oil. This sentiment has dominated discussions about technological innovation based on efficient data processing, especially in retail. Data is the social lubricant between retailer and customer\u2014always has been. Even before the explosion of new technology, data were leveraged to increase customer satisfaction.<\/p>\n

Service, service, service<\/h3>\n

Waiters know the favorite drinks of their regulars. Hoteliers know which rooms their most loyal customers prefer. Service is all about making customers feel understood. Retailers have to know and predict the wishes and needs of customers for them to feel welcome \u2013 and be more willing to spend money.<\/p>

\"\"<\/a><\/div>\n

The foundation for a highly individualized customer experience is data. Thanks to e-commerce and mobile commerce, there\u2019s more data than ever before. Given that customers agreed to the processing of their data, retailers find themselves with a treasure trove of information. For example, customers\u2019 age, their location, the device they\u2019re on, how they found the shop in the first place, which categories are most interesting to them, and how many items they put into their shopping baskets.<\/p>\n

All of this information is the ideal foundation to personalize customer experience, for example with personalized offers and recommendations perfectly tailored to their wishes and needs.<\/p>\n

\"Frank<\/a><\/h3>\n

Next level: personalization<\/h3>\n

Personalization is the next big step in retail. Big data, artificial intelligence (AI), machine learning, facial recognition and eye tracking enable retailers to generate, analyze and leverage personal data in a powerful way. This new approach is called deep retail and opens up exciting new opportunities.<\/p>\n

Every online activity leaves traces across the world wide web. Customers research products and services and review them on social media, blogs or in online shops. The amount of data is increasing every second, and retailers would do well to take advantage of this treasure trove of information.<\/p>\n

By compiling all customer data, retailers can decide which information they really need, such as posts on social media, marketing surveys or customer service requests.<\/p>\n

All service activities<\/h2>\n

When new customers create online shop accounts, they give up valuable information. In a C\/4 Hana environment, the data is stored in the SAP Customer Data Cloud. If the same customers then decide to log in using their social media profiles, retailers can leverage that information as well. In a C\/4 Hana environment, all posts, likes and comments are stored and analyzed in the SAP Customer Data Cloud.<\/p>\n

The Customer Data Cloud can also handle consent management. This is a valuable addition for service teams. If customers send a request to customer service, the email is transferred to SAP Service Cloud, categorized, stored, and ideally even processed automatically. Consequently, SAP Service Cloud is at the center of all service activity.<\/p>\n

Artificial intelligence<\/h3>\n

This generates vast amounts of data that need to be analyzed and used profitably. This is exactly what artificial intelligence processes make possible. In its 2017 study \"Artificial Intelligence Set to Transform Digital Commerce Marketing\", management consultancy Gartner predicted that by 2020, 30 percent of global sales growth in digital commerce will be attributable to AI-based technologies.<\/p>\n

In its study Artificial Intelligence in Retail 2018, PwC came to the conclusion that 44 percent of Germans expect more attractive shopping experiences through the use of AI. Against this backdrop, SAP offers Leonardo, an AI-based platform that uses machine learning and neural networks to help retailers quickly derive precise insights from big data and optimize business processes accordingly. Machine learning enables systems to learn from experience and continuously improve.<\/p>\n

\"Arvato<\/a>
It used to be called e-commerce. Today, it's rightly called digital commerce, because the \"e-commerce suite\" includes many more functions: from Hybris to Callidus to Qualtrics, right?<\/figcaption><\/figure>\n

AI fully automatically generates the necessary information from unstructured data, like comments and emails. The technology searches for repeating patterns which allow it to make computer-based predictions. The goal is for machines to learn without human interference or help and consequently create the foundation for better decision-making processes.<\/p>\n

For example, machine learning systems that analyze customer data can accurately predict if someone is thinking about going on vacation to New Zealand. When this someone visits the shop again, the system can make recommendations based on its prior insights.<\/p>\n

Furthermore, retailers can use machine learning to detect anomalies. For example, is there a certain region or target group that is more interested in their product? By analyzing these data sets, retailers can take suitable actions to either continue the trend or expand to other regions or target groups.<\/p>\n

Analyzing feelings and opinions<\/h3>\n

Analyzing comments and reviews has another advantage. Customer feelings and opinions give valuable insights into why they like or dislike a product. Retailers can then use this new information to adapt their offers accordingly.<\/p>\n

The system categorizes comments as either positive or negative, enabling retailers to create suitable offers and counter measures. In an SAP environment, this analysis is combined with SAP Cloud Platform and integrated with SAP Marketing Cloud as well as SAP Service Cloud. In the future, there will be even more opportunities to generate personalized data. Many mobile phones already leverage facial recognition software for unlocking screens, for example.<\/p>\n

Face recognition and eye tracking<\/h3>\n

However, it makes sense to use the advantages of this function in other ways too. For example, iPhone users can already authenticate themselves for Apple Pay using Face ID. In future, it will also be possible to detect the current mood of users via the facial recognition function and offer them corresponding shopping offers.<\/p>\n

Accordingly, retailers are showing great interest in facial recognition technology\u2014for example, as a basis for optimizing the customer experience. Walmart, for example, has applied for a patent for a technology that recognizes the emotional state of shoppers when they are shopping in a stationary store.<\/p>\n

Retailers also see great potential in eye tracking. While the technology was previously only available on special screens, for example in the gaming sector or for usability tests, there are now devices that can be mounted on normal screens and thus enable professional eye tracking.<\/p>\n

As part of augmented reality, eye tracking has established itself as a component of various apps, using the smartphone's selfie camera. If retailers know which areas and therefore offers visitors to their store look at particularly closely, the system can personalize the customer experience by recommending suitable products, for example.<\/p>\n

When implementing such procedures, it is crucial to take users' existing data protection concerns seriously. The data protection scandals of recent times have ultimately led to a noticeable increase in awareness. Both customers and retailers are caught between the desire for a highly personalized shopping experience and the legitimate interest in protecting personal data.<\/p>\n

Privacy<\/h2>\n

Retailers considering the possibilities of deep retail have to ensure complete transparency when it comes to customer data. They have to clearly state which data they collect, store and analyze and why.<\/p>\n

The European General Data Protection Regulation (GDPR) is only one of many legal frameworks attempting exactly that. While it may be daunting to comply with at first, the regulation gives retailers an opportunity to increase customer trust by taking data protection seriously.<\/p>\n

Smart retailers should know their customers better than themselves. Customers don\u2019t want to be asked what they want; retailers have to predict their wishes and needs if they want to stay competitive, increase revenue and enjoy sustainable customer loyalty.<\/p>\n

\"https:\/\/e3mag.com\/partners\/arvato-systems-gmbh\/\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Big data, artificial intelligence, facial recognition technology and eye tracking have the power to completely transform retail as we know it. We are currently experiencing a new age of personalization. The time has come for deep retail.<\/p>","protected":false},"author":1560,"featured_media":62782,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[4,36593],"tags":[210,24158,39,624,626,480],"coauthors":[24402],"class_list":["post-62781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management","category-mag-1910","tag-big-data","tag-c-4","tag-cloud","tag-ki-joule","tag-kuenstliche-intelligenz","tag-machine-learning","pmpro-has-access"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"thumbnail":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-150x150.jpg",150,150,true],"medium":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",400,180,false],"medium_large":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-768x346.jpg",768,346,true],"large":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"image-100":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-100x45.jpg",100,45,true],"image-480":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-480x216.jpg",480,216,true],"image-640":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-640x288.jpg",640,288,true],"image-720":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-720x324.jpg",720,324,true],"image-960":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-960x432.jpg",960,432,true],"image-1168":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"image-1440":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"image-1920":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"1536x1536":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"2048x2048":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"trp-custom-language-flag":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",18,8,false],"bricks_large_16x9":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"bricks_large":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"bricks_large_square":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",1000,450,false],"bricks_medium":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",600,270,false],"bricks_medium_square":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047.jpg",600,270,false],"profile_24":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-24x24.jpg",24,24,true],"profile_48":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-48x48.jpg",48,48,true],"profile_96":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-96x96.jpg",96,96,true],"profile_150":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-150x150.jpg",150,150,true],"profile_300":["https:\/\/e3mag.com\/wp-content\/uploads\/2019\/10\/shutterstock_390641047-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"

Clever kombiniert, haben Big Data, k\u00fcnstliche Intelligenz, Gesichtserkennung und Eyetracking das Potenzial, den Handel grundlegend zu ver\u00e4ndern, indem sie die n\u00e4chste Stufe der Personalisierung einl\u00e4uten. Die Zeit ist reif f\u00fcr Deep Retail.<\/p>\n","category_list_v2":"Business-Management<\/a>, MAG 19-10<\/a>","author_info_v2":{"name":"Frank Brinkmann, Arvato Systems","url":"https:\/\/e3mag.com\/en\/author\/frank-brinkmann\/"},"comments_num_v2":"0 comments","_links":{"self":[{"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/posts\/62781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/users\/1560"}],"replies":[{"embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/comments?post=62781"}],"version-history":[{"count":2,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/posts\/62781\/revisions"}],"predecessor-version":[{"id":155698,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/posts\/62781\/revisions\/155698"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/media\/62782"}],"wp:attachment":[{"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/media?parent=62781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/categories?post=62781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/tags?post=62781"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/e3mag.com\/en\/wp-json\/wp\/v2\/coauthors?post=62781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}