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How can AI uncover value for fashion retailers?

HIDINGIN PLAINSIGHT

THE RESEARCH

Websites, social media and blogs contain troves of information from customers about their interests,

behaviors, and experiences.

But are fashion retailers really listening to the voice of their customers to uncover

new insights and unlock hidden value?

For example, when AI listened to the customer it uncovered opportunities for retailers to communicate more effectively with their customers by speaking the same language and

providing better product images.

CustomerDiscussions

Product Descriptions VS

ARE YOU SPEAKING THE SAME LANGUAGE

AS YOUR CUSTOMERS?

Example - $10B+ fashion retailer’s website:

Example - $15B+ fashion retailer’s website:

Both retailers:

10-15%of customer reviews

mention product quality

0%of product descriptions

mention product quality

30-40%of products descriptions relate to raw materials

<10%of customer discussions relate to raw materials

of customer content discusses seasons

47%

of product descriptions discuss seasons

27%

Most customerreviews discussed:

occasions forproduct use

Product descriptionswhich mention occasions forproduct use: 0

of shopping experience conversations are related

to product images

of that engagement is fuelled by negative customer sentiment

27%70%

EMBED THE VOICE OF THE CUSTOMER INTO YOUR DNA

Build AI-enabled rapid customer insights into all key processes – Product Design and Development, Merchandising, Marketing, Supply Chain, Stores, and Digital.

WHAT YOU CAN DO NOW

www.accenture.com/retailartificialintelligenceTO LEARN MORE, PLEASE VISIT:

JOIN THE CONVERSATION

Source: Research from Kurt Salmon, part of Accenture Strategy, and Oculus360, 2018.

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ARE YOUR PRODUCT IMAGES FALLING SHORT OF

CUSTOMER EXPECTATIONS?