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

Author

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  • PURCAREA, Ioan Matei

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.

Suggested Citation

  • PURCAREA, Ioan Matei, 2024. "Phigital Retail Under Pressure to Streamlining Shoppers’ Path to Purchase Based on AI Integration," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 15(2), pages 34-40, June.
    • Handle: RePEc:rdc:journl:v:15:y:2024:i:2:p:34-40
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    More about this item

    Keywords

    Phigital retail; Data Accuracy and Quality; AI Integration; CDP and GenAI; CX;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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