Retailers told to harness tech for smooth customer journey

Data insights help businesses predict needs and tailor interactions accordingly.

Retailers should embrace tech like automation and blockchain to meet the growing demand for fast and error-free services, according to a business advisory expert.

Marketing strategies have changed over the decades —from mass media and celebrity endorsements in the 1990s to the rise of telemarketing and loyalty programs in the 2000s, Jaceline Go, a manager at YCP Interactive Solutions, told the Retail Asia Summit 2025 in Manila last month. “Today, influencer marketing and digital automation dominate.”

The COVID-19 pandemic accelerated the integration of artificial intelligence (AI), automation, and blockchain in business operations, she pointed out.

“Times have changed,” she said. “Companies realised there should be a more reliable system for business continuity. This is when everyone was sitting in their houses, and digital marketing became the thing.”

Go said brands should target the younger generation that is digital-savvy. In the Philippines, where more than 70% of the population is under 64, younger consumers expect brands to integrate technology seamlessly into their experiences.

Key trends in customer engagement include the growing trust in online shopping and the increasing demand for personalised experiences, she added.

"You want to feel that when you go to a store, when a brand is approaching you, it's similar to your neighborhood,” she said. “They know me, they know what I want.”

Go said AI is playing a key role in letting businesses deliver customised experiences. By analysing consumer data, it helps businesses predict needs and tailor interactions accordingly. Meanwhile, virtual reality and holograms offer exciting possibilities for immersive customer experience. 

"You want to seamlessly switch between digital and physical interactions,” she said, citing the need for an omnichannel approach. 

Ensuring a smooth customer journey across various touchpoints is one of the biggest hurdles, Go told the summit, adding that security and privacy are the top priorities. Good customer service is also crucial to gain their trust.

“You cannot measure a brand's competence when everything is smooth. You can only measure it when something goes wrong,” she pointed out.

She also stressed the need for effective data management as companies collect vast amounts of customer data.

AI, she added, could enhance customer service without replacing human interaction. “AI is not here to replace humans; they're just there to assist, similar to computers. Let's think of it that way.”