Sunday , 23 September 2018
Home >> Mobile & Wireless >> BJ’s baffling mobile right-swipe machine-learning move

BJ’s baffling mobile right-swipe machine-learning move

When BJ’s Wholesale Club on Thursday (May 3) said that it would leverage artificial intelligence machine learning in its mobile app, it joined the crowded club of companies boasting machine-learning capabilities while remaining vague on the details.

But the 215-store chain — operating in Connecticut, Delaware, Florida, Georgia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, North Carolina, South Carolina, Ohio, Pennsylvania, Rhode Island and Virginia — pledged to use machine learning to boost its CRM shopper profiles and to immediately apply it to change mobile responses.

“The new discover feature lets shoppers explore new products and easily swipe right to add to a wishlist or left to dismiss a product,” the chain said in one of the shortest news releases that retail has ever seen. “Using machine learning, the discover experience will be personalized to each user based on previous selections they’ve made through the swipe right or left process.”

Why do I find this so interesting? Because mobile retail has been impressively remiss in this area for far too long. Given the very nature of mobile interactions, shoppers share far more clues about likes and dislikes than they do with desktop interactions. A desktop interaction with a web page can capture completed actions (making a purchase, putting something in a cart and then removing it, clicking on a product page for more details, etc.), but mobile can track far more.

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