零售业新商机！告别批量营销，AI驱动个性化，营收猛涨23倍！

营销活动日历，这一长期以来品牌与消费者沟通的核心工具，其内容往往是基于品牌方自身意愿传达的信息，这与消费者真正想听、想看的内容正渐行渐远。传统的营销活动日历预设了消费者会沿着一条清晰、线性的路径，恰好与品牌的营销信息同步。然而，实际情况表明，消费者的行为模式并非如此。

尽管人工智能（AI）和各类创新工具被寄予厚望，有望将海量的客户数据转化为有意义的个性化体验，但多数零售商在运营上仍旧像一个“营销活动工厂”。我们不难发现，许多团队仍在不断输出创意简报和设计迭代，但这些努力并未能有效提升客户参与度。事实上，这类批量群发式营销活动的平均每条信息营收仅为4美分。相比之下，自动化、事件驱动型营销旅程的每条信息营收可达94美分。两者之间高达23倍的巨大差异，已不容忽视。

归根结底，批量营销活动不仅是低效的营收追逐战，更是导致受众和团队双重倦怠的主要原因。然而，值得欣慰的是，具备智能代理能力的AI现已能够承担大量重复性工作，助力营销团队实现真正意义上的规模化一对一个性化服务。

新媒网跨境获悉，Iterable正与多家知名零售商合作，协助它们从以活动为基础的营销模式，向以“关键时刻”为基础的营销模式转型。这一转变，标志着零售营销运营方式的彻底重构。在“超越批量：零售商如何转向智能、事件驱动型信息传递”网络研讨会上，业界讨论的焦点并非是否要进行这种变革，而是零售商能以多快的速度适应这一趋势。

零售业迈向智能事件驱动型营销旅程

以下场景是否让您感到熟悉？您花费数月时间精心策划的“黑色星期五”和“网络星期一”营销活动，最终上线后效果却不尽如人意。活动节奏固定不变，信息内容千篇一律，而那些真正重要的信号，如消费者对降价商品的兴趣，或是重复浏览量激增等，却因不符合既定日程而被忽视。其结果是受众感到疲惫，团队精疲力尽，营销效果平平。

现在是时候摒弃静态的营销日历，重新审视并采纳一种响应迅速、以行为驱动的营销方案，这种方案能够即时调整，而非被动等待下一个既定时间节点。

美国零售咨询公司The Maze Group的客户留存总监马特·费尔（Matt Feuer）表示：“当你通过批量发送日历开展工作时，每周、每天都有新项目。”

事实是：发送更多的批量信息或许能在短期内带来微小的营收增长，但这背后付出的代价又是什么？由于品牌推送的非个性化、高频率信息，客户流失率正创历史新高——这意味着客户的生命周期价值（LTV）正在下降。而在以“关键时刻”为基础的营销模式中，我们只需一次性设置好智能营销旅程。

以知名运动休闲品牌Fabletics为例。我们协助他们设计了一个简单的欢迎旅程，该旅程会根据客户的参与度进行动态演变。其运作方式如下：

1. 一位客户通过Iterable平台完成了产品测试，结果显示他们正在寻找新款跑步短裤。
2. 系统会即时捕捉这些偏好，并立即发送关于客户关注的特定短裤的个性化通知，而不是千篇一律的“五折优惠”信息。
3. 我们还可以引导他们前往有货的实体店。这是一次全渠道的客户互动。
   

能够识别客户所处旅程阶段并作出相应响应的智能系统，能够显著提升运营效率。零售团队无需持续地重复造轮子，最终可以将更多精力集中于优化和学习。

变革恐惧症为何阻碍零售增长？如何突破僵局

固守传统平台可能让人感到安全，但这却使增长遥不可及。这些传统系统通常具有复杂的内部结构和技术细节，使得解耦变得异常困难。零售商真正的担忧，更多在于时间成本。一个缓慢而脆弱的系统实施，可能导致数个季度的增长停滞，这也是一些团队选择“宁可与魔鬼同行”的原因。然而，现代营销技术（Martech）已经取得了显著发展。如今的平台提供了可组合的解决方案，具备无模式数据摄取能力，这意味着您可以在数月内而非数年内看到价值。例如，Iterable平台的实施通常在3到6个月内即可开始驱动业务成果。

我们建议，零售商应寻求对营销人员友好的工具，这些工具能够简化数据管道并降低复杂性，从而确保更顺畅的系统迁移。

克服零售业实现一对一客户互动面临的障碍

“个性化”是一个被广泛使用的热门词汇，但零售商在规模化实施方面却面临着有形和无形的双重障碍。若能借助一个利用代理能力实现可扩展个性化的平台，既能解决这些障碍，又能基于实时数据交付个性化营销活动，便能精准命中“关键时刻”营销的甜蜜点。

有形障碍：数据整合与实时行动能力缺失

| 问题描述
新媒网跨境了解到，将客户信息分散存储在不同平台，比如购买历史数据在一个系统中，邮件互动数据又在另一个系统中。获取这两部分信息通常需要工程师的介入，这限制了营销人员的自主操作能力。对此，解决之道并非增加一个客户数据平台（CDP）来制造新的数据孤岛，这只会增加重复存储成本和维护负担。真正需要的是一个能够无缝激活数据、即时整合来自任何来源信息的平台。

此外，传统系统还存在缺乏实时数据处理能力的问题。当批量处理程序隔夜运行完成时，最佳的营销时机可能已经过去，客户也可能已经转向其他品牌。而现代的云原生架构则能够基于当前行为即时做出决策，而非依赖旧数据。

无形障碍：缺乏框架与“恐怖线”边界

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本文来源：新媒网 https://nmedialink.com/posts/retail-ai-personalization-boosts-23x-revenue.html