We are in the midst of a software revolution, writes Armondo Roggio. He shares perspectives on the rapid changes in e-commerce marketing approaches fueled by ever-evolving AI which is blurring the lines between personalization and cross-selling. He warns marketers to avoid putting merchandising on auto-pilot and allow an AI to take over.
The better AI becomes, the more blurry the line, although one might argue that cross-selling is more transactional, focusing on increasing the immediate value of a purchase, while personalization is about fostering a long-term relationship.”
Source: PracticalEcommerce, November 7, 2023. Link. Cross-selling increases the value of a single order while personalization deepens the customer relationship over time.
INSIGHTS: We found the discussion of personalization and cross-selling worth considering when thinking from a point of sale or service perspective. Ultimately, a mixed approach fits how animal health pros do business and try to optimize each interaction with clients.