IDC Perspective: Experiential Retail Demands Next-Generation Product Intelligence
This IDC Perspective examines experiential retail and its need for next-generation product intelligence. The digital transformation of retail to relevant and rewarding experience is driving new needs for bringing product information to bear on customer journeys — focused on "selling" and "living" product attributes. AI and product information are symbiotic — AI develops product information and product information trains AI. Last-generation product intelligence management (PIM) systems fall short of what's required — PIM systems to curate visual, dynamic, structured, and unstructured attributes across trading partner networks starting from the shoppers' point of view."Last-generation PIMs simply aren't up to these requirements," said Greg Girard, program director, IDC Retail Insights. "AI and the networked economy are changing both sides of the retailer-shopper relationship. The successful pivot to experiential retail demands the lynchpin of selling and living attributes to connect products to experience."
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