BXP - January/February 2018 - 25

25

AmAzon's Echo Look is A
hAnds-frEE cAmErA And
styLE AssistAnt with
ALExA, hELping with thE
shopping dEcisions.
capability that will have a pronounced effect on how marketing

Then there's Rocksbox, a service similar to Stitch Fix, but for

is done. "Part of the challenge is that AI is a tool/tactic, not

jewelry. "Rocksbox' stylists send you a personally curated

an outcome," he says. "In reality, consumers don't care if

box of jewelry which you can keep and wear as much as

the offer they received is the result of a new AI algorithm

you want," Goldberg says. "You can buy any of the pieces,

or a handcrafted offer from a person; they care that it's an

or return them for new ones at any time, so it's a blend of a

appealing offer. The reason AI is so important is because it

rental and buy model. They are collecting 30-plus attributes

allows us to deliver personalized relevant marketing at a scale

on every piece of jewelry and using AI to generate the unique

that would never be possible without AI."

boxes per customer. AI currently drives 85% of all the boxes
they ship." The boxes curated by AI increase purchase rates by

He adds that data is the fuel that drives AI-particularly deep

300%, improve inventory utilization by 85% and reduce styling

learning. For example, Stitch Fix is a retailer that has been

costs by 30%.

collecting a ton of consumer data about products that 2.2
million consumers buy from them (tracking 60-plus attributes

"In many ways, the even bigger example of AI informing

of every garment). They have been able to leverage that

product is Amazon," Goldberg says. "They have largely

consumer data to not only curate the product assortments

replaced the old human curation model by 'merchants' with

offered to new clients, but also to identify new products that

'data analysts' who use data to decide what to carry/promote.

Stitch Fix should offer to its customers.

We are truly seeing a transition from merchant-led retail
organizations to data-led ones."

ImPACTInG PACkAGe DeSIGn
In 2018, experts predict data will inform product and package

Amazon sales data can even lend insights into consumers'

design like never before.

behaviors and the challenges they face every day. For example,
Amazon data shows the popularity of the Instant Pot and

Just a few months ago, a computer algorithm derived from

spotlights how modern American consumers are leveraging

a database of more than 40 colors and patterns, created

devices to overcome the challenge of delivering a home-

approximately 7 million different versions of nutella's graphic

cooked meal in a time-starved culture. The Amazon Prime Day

identity, which were used as labels for the brand's jars sold

favorite was the most gifted item on the Amazon Wedding

in Italy. nutella's manufacturer Ferrero worked with Ogilvy &

Registry and the most Wish Listed item of the year by

mather Italy on the innovative project.

members, and the Instant Pot Cookbook was the most gifted

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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