The last few years have fundamentally changed how individuals interact with brands.
Globally, industries have been affected by multiple factors, such as the Russia-Ukraine conflict and COVID-19, to name two.
How can a brand weather the effects of these increasingly difficult times and stay ahead of the game? Digital evolution, like e-commerce and customer experience, must be at the heart of everything.
However, in today’s rapidly evolving world, standing out can be tricky. With technology advancing rapidly and consumer preferences constantly shifting, new trends are reshaping how brands engage with their audiences and deliver value.
From the rise of personalised, AI-driven experiences to the continued emphasis on omnichannel approaches, these trends are defining the industry’s trajectory. These new and exciting developments offer a glimpse into
the future.
At its core, e-commerce is moving towards maturity through data, technology and AI.
Decoding data-driven approaches, augmenting your CRM
Gone are the days of solely relying on your customer relationship management (CRM) platform. To truly capitalise on emerging technologies like AI, automation and personalisation, consolidating your data into a customer data platform (CDP) is key.
This central hub unites offline and online data, giving you a single, true, integrated view. A CDP enables data-driven decision-making across your business, not just your marketing team. I’ve seen its value first-hand, as it has helped KFC become one of the first quick-service restaurant brands in the region to move from nascent to multi-moment digital maturity.
Today, more advanced CDPs are even using machine learning and AI to help anticipate consumer behaviour and reach the right audience with the right message at the right time.
Personalisation and AI: the future of customer engagement
Artificial intelligence (AI) is transforming industries worldwide and opening them up to new possibilities.
The impact is profound, from AI-powered robots in manufacturing to improved customer service with AI-enabled chatbots.
In the marketing world, personalised marketing and shopping experiences are becoming powered by AI to a greater extent. This encompasses everything from custom content (e.g. tailored product recommendations and adaptive website layouts) and AI chatbots to targeted advertising and dynamic pricing.
This personalisation goes beyond just addressing your customers by their names and involves creating a unique experience for each of them – the products they are shown, the content they consume and the offers they receive. The options are limitless as AI helps brands better understand consumer behaviour to deliver targeted messaging.
Omnichannel user experiences: blurring of offline and online shopping
Customers yearn for a seamless, unified experience that ensures all touchpoints – physical stores, websites, apps and social media – work cohesively.
This can be achieved by decoding data to create a true omnichannel experience. Such a practice should be a top priority for every brand, as it is proven to enhance customer loyalty and boost sales.
Driven by our commitment to putting customers at the heart of everything we do, in the first quarter of 2023, KFC introduced a truly omnichannel experience by allowing customers to click and collect meals from offline, dine-in, and takeaway channels, effectively bypassing queues. This innovation has considerably improved operational efficiencies and driven incremental growth.
We continue to put our customers first and engage with them at every step of the purchase cycle. As the boundaries between offline and online shopping continue to blur, embracing an omnichannel strategy is imperative to meet consumer needs and stay competitive.
These trends encapsulate the ever-changing e-commerce and marketing landscape, as technology and changing consumer behaviours have led to further innovations. Through data-driven marketing, personalised and AI-driven experiences and omnichannel approaches, brands have a real opportunity. This list is not, however, exhaustive.
For instance, there are promising developments in voice commerce, a space with huge growth potential as consumer adoption increases. Overall, the opportunities in digital and e-commerce are endless. I encourage brands to work with their teams or agency partners and be bold and confident to test, fail and innovate.
By Sony Nagpal, Senior Director of E-commerce, KFC MENA
