Artificial intelligence to help increase sales

The dialog-based cognitive search engine with natural language processing ability asks customers a series of questions on where, when and how they intend to use the product they seek for. Based on the answers clients receive shopping recommendations tailored specifically to their needs. The tool is powered by the Fluid XPS platform which harnesses IBM Watson's artificially intelligent language processing to replicate the personalized experience of talking with an expert.

This way quick, accurate, and contextually relevant product and content recommendations are being made. "By tapping into the power of IBM's Watson, we can ensure our customers get the best jacket for the activities they love (…). This not only improves their online shopping experience, it ultimately maximizes their outdoor experience," said Todd Spaletto, the president of The North Face.

What is more, the recommendations improve with use. The pilot conducted by The North Face has already yielded positive feedback: customer engagement averaged two minutes in length and the platform had a 60 pct click-through rate to try product recommendations. “Unlike other product recommendation engines, this conversation with the shopper is what enables XPS to refine its recommendations and deliver a more accurate result,” explains the solution’s developer, Fluid. "Digital retail continues to transform the way we shop, and embedding cognitive technologies is the next major step in engaging customers," said Kent Deverell, CEO of Fluid.