Data-Driven Strategies for Customer Experience

Angela Gray Samuelson, Senior Director of Strategy & Operations, eCommerce - Last Mile Delivery, Walmart, delivered a keynote address at DELIVER America 2024, focusing on data and AI's role in improving customer experience in e-commerce. The presentation advocated for a shift from solely data-driven to results-driven strategies, emphasizing the importance of understanding the customer journey.

"Data only has meaning if it's meaningful."

The discussion highlighted the need for retailers to move beyond simply collecting data to effectively using it to inform decisions and enhance customer interactions.

AI Applications and Data Maturity

The presentation explored various applications of AI in retail, including:

• Search and sortation: AI-powered product recommendations and personalised browsing.
• Automation: AI-driven automation of warehouse processes and last-mile delivery.
• Customer affinity and behavioral patterns: AI analysis to build customised and personalised experiences.

The importance of data maturity, defined as trusted and accurate data regarded as a single source of truth, was also emphasized.