Performance Bicycle using IBM Watson cognitive technology to personalize marketing

By Stephen Frothingham

LAS VEGAS (BRAIN) — Performance Bicycle is making increased use of IBM’s Watson Customer Engagement services, which allows the retail chain to use consumer data, including browsing history on the Performance website, to tailor its sales and marketing approaches, online and offline.

IBM says the system is ideal for omni-channel operations like Performance, the ASE-owned business that operates e-commerce sites and over 100 brick-and-mortar stores.

Performance “wanted to understand the content customers invested time looking at online and then get this into the hands of associates to meet their unique needs once setting foot in the store,” IBM said in a press announcement Monday. “It’s this pervasive personalization that can help drive loyalty among customers who are spending as much as $5,800 on a new bicycle.”

Harriet Green, the general manager of IBM Watson Customer Engagement, said it’s increasingly important for retailers to bridge the online and offline world of their customers.

“Companies with omni-channel customer engagement strategies retain on average 89 percent of their customers,” Green said.

Performance also is beginning to incorporate new IBM cognitive capabilities, including IBM’s Watson Content Hub. IBM said the content hub digs into the company’s content management system and trains itself to better understand …read more

Via:: Bicycle Retailer and Industry News