Samsung

In 2018, technology giant Samsung released their new mobile phone, Galaxy Note 9 and they wanted to try a different approach in their marketing strategy. After working with Insider, they decided to promote their new phone on their competitors’

devices. In addition to this, they arranged the AI to send push-notification to the customers who abandoned the cart before buying the product. As a result, they increased their web push click through rate by 14% and conversion rate of push notification focusing on completing purchases increased 24%.

We mentioned personalized customer experience on the web and we said that the menu could be changed depending on the customer’s behaviors. Thanks to the AI, Samsung started to design their menus specifically for each customer and as a result, they saw that they increased conversion rate by 10%.

Figure 3.11 Smart menu of Samsung’s mobile website

Source: https://useinsider.com/case-studies/samsung/ Date Received: 6^th January, 2021

Furthermore, Samsung used customer segmentation to recommend relevant products to their customers. Let’s say that there is a customer who is interested in Galaxy Note 9. The AI showed and recommended related products, information, articles and unique features about the phone and as a result, conversion rate was increased 275%.

CONCLUSION

In the last 30 years, internet technology has been developed up to a point that everybody has access to it right now. With the easiness that it brings to our daily lives, it is inevitable for people use it for their own interests. In addition, lives of individuals have become more and more complicated each day and now everybody has limited time to do certain actions such as having fun, shopping, spending time for their hobbies, etc.

Considering that limited time for certain activities creates limited accessibility to certain interests, e-commerce websites showed themselves up to, at least, solve the problem of shopping for people. Although traditional concept of shopping has kept its own value and place in the world, e-commerce has been a great alternative for years.

Not only e-commerce websites provide easiness to a busy lifestyle, but also they have great benefits and progressive concept that help people to do their shopping more easily. For example, now, people do not need to wait for a store to be opened; they can do shopping 24/7. People do not have to go to a physical shop to buy their needs. There are plenty of different product choices and because there is competition among the online stores, it is easier for people to find the right product with right price.

Thanks to its benefits, e-commerce websites started to gain more and more visitor each day and right now the most popular e-commerce websites get millions of visitors every day. Since controlling this number of potential customers is really difficult in the sense of marketing, customer relationship management and finance; with the help of technology, they started to use a concept called Artificial Intelligence.

With the help of AI, customers started to get better service while at the same time companies manage their needs more easily. As a consequence of this situation, software developers started to develop the AI more and more and after a certain time, it became something that tracks human behavior and gives better experience to each individual personally. This situation meant two different things for both the customer and the company. The customer started to get better service from not only in e-commerce websites but also in any other sector that uses AI for better results. On the other hand, it meant more and more benefit for e-commerce companies. That’s why,

fully automated AI systems became one of the key aspects of biggest e-commerce websites such as Amazon and Alibaba.

The AI that was developed to be used on an e-commerce website has, most of the time, different methods and tactics to draw the attention of a customer. Actually, people come across with these methods every day when they visit even a regular website but it works in such a smooth way that people mostly do not even realize how it works.

There are several different well-known AI tactics that people experience when they visit an e-commerce website. Voice assistants helps people to do what they need to do without even touch a phone or a computer. People can now buy or check a product by just using their voices. In addition, let’s say that an individual is looking for a product that he/she does not know the name of and they only have the image of the specific item. With the help of the AI, they can find the similar or even the same products by uploading image files of the product on some of e-commerce websites.

Furthermore, if an individual is interested in certain type of products and he/she checks out certain type of categories regularly, the AI tracks the person’s behavior and recommends similar products depending on their needs. As it can be seen, the AI does all the processes individually and automatically. While this situation decreases the need of workforce and increases the profit for companies, the capabilities of the AI is not limited with a few features. It can optimize prices, use chatbots, filter reviews, use robotics during manufacturing and packaging processes, etc.

As it has become inevitable for companies to use an AI software for their businesses, there are some other companies that provide AI services and one of them is Insider. With the platform that they call GMP, Insider tries to achieve their customers’

needs using AI. To do this, Insider uses all the features that were mentioned above and furthermore, they mostly focus on personalized experience for each customer on a website. Big companies, such as IKEA, Toyota and New Balance, use Insider’s Artificial Intelligence system and they see positive results in very short time.

To sum up, it is well-known fact that AI is a big part of our daily lives. We can see it almost every time we use a technological device and, even though it has negative effect on some sectors, for the sake of e-commerce, it provides better solutions for both

the customer and the companies. Right now, on e-commerce websites, it provides personalized experiences and easy solutions for visitors. On the business side, companies get rid of wasting marketing budgets unnecessarily and can keep the focus on each customer specifically. From the very beginning of internet era, the internet technology has kept growing bigger and better, and it is believed that it is inevitable that it will change and affect the future of people.

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