Phigital Retail Under Pressure to Streamlining Shoppers’ Path to Purchase Based on AI Integration

Ioan-Matei Purcarea

Romanian Distribution Committee Magazine, 2024, vol. 15, issue 2, 34-40

Abstract: There is a rigorous challenge of data accuracy and quality for marketing and advertising technology ecosystem, being essential for leaders to effectively ensure relevant and timely information. Marketers are struggling to meet both companies’ and customer expectations by providing high-quality data based on the joined forces of customer data platforms and GenAI, ensuring customers’ unified and complete view, and reducing the experience gap between businesses and consumers. We are witnessing retailers’ focus on AI integration and data analytics tools, as well on prescriptive and predictive analytics. There is an increased obvious AI role in streamlining shoppers’ path to purchase in phygital spaces, while deepening our understanding of complexity and nuances.

Keywords: Phigital retail; Data Accuracy and Quality; AI Integration; CDP and GenAI; CX (search for similar items in EconPapers)
JEL-codes: D83 L21 L81 M21 M31 M37 O31 O33 (search for similar items in EconPapers)
Date: 2024
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