The digital transformation is revolutionizing commerce, but how realistic are future scenarios in which every shopping experience is perfectly tailored to customer needs? At the virtual expert talk “Brave New Shopping World” by SYBIT, Klaus Höllerer, Head of IT and Organization, Markus Seydaack, Sales Manager for Threading Tools Domestic (both EMUGE-FRANKEN), Valeska Nagel, Team Lead & Head of Competence Center Marketing and Big Data, and Saskia Cempel, Team Lead CX Solution Advisory (both SYBIT), discussed which technologies and concepts are already possible today, where obstacles lie, and how companies can strategically shape change.
The Vision: Future Commerce Inc. – the Commerce of Tomorrow
The talk focused on a future scenario that describes an ideal shopping world in 2035: customers move through virtual 3D worlds in which AI-driven avatars already know their wishes in advance. Products are ordered via hybrid sales models, picked up at pop-up stores, or delivered by drones within minutes. This vision of a "brave new shopping world" is fascinating – but how much of it is really achievable?
Reality and Challenges: What is Already Possible Today
Many of the approaches presented during the talk are, according to the participants, already partially implementable today. Especially in the areas of digital processes and AI, there have been enormous advancements:
- Automated processes: End-to-end processes, such as product configuration, production, and delivery, can already be digitized and partially supported by AI.
- Customer portals: They enable customers to configure products independently and efficiently process orders.
- AI-driven sales support: AI can prioritize leads, create personalized offers, or identify cross-selling opportunities.
- Voice-assisted systems: Applications such as AI-supported chatbots that categorize customer inquiries and provide initial information are already in use.
However, there are also key challenges:
- Integration of data and systems: A central issue is the fragmentation of data across different systems (e.g., ERP, CAD, CRM). Harmonizing and making this data available in real time is crucial to enable end-to-end processes. Systems must not only be powerful but also have seamless interfaces to, for example, combine customer data from portals, sales, and production systems.
- Data quality and security: Successful implementation requires high-quality and up-to-date data. Missing links between product data and customer preferences represent one of the greatest obstacles. Topics such as data protection and security management play a central role, especially in the use of AI and IoT systems.
- Organizational challenges: Collaboration among departments such as sales, marketing, IT, and product management is essential but often complicated by differing goals. The shift towards a data-driven organization also requires a rethink in processes and responsibilities.
The Human Element Remains Central – Even in the Future
There was consensus that the human factor will continue to play a key role, especially in B2B settings. "Personal relationships remain irreplaceable in sales, particularly for complex or high-priced products," emphasized Markus Seydaack (EMUGE-FRANKEN). Technologies like AI and automation can help make the sales process more efficient but cannot replace personal interaction.
Conclusion: Visions Need Strategies
The path to the "brave new shopping world" requires clear strategies and a step-by-step approach:
- Start with small projects: Agility is key to achieving initial success and gradually building on these.
- Focus on customer processes: The needs of the customers must guide every digital initiative.
- Think long-term: A holistic digital strategy is essential to harmonize fragmented data and processes.
"Technologies like AI or automation can help companies work more efficiently and customer-focused. However, it’s crucial to start with the right questions and align the strategy with the needs of the customers," summarized Valeska Nagel (SYBIT).
