At the 1-to-1 show in Monaco, Philippe Muhr, E-Commerce Director at Intersport, spoke exclusively to mind Retail about his transformation roadmap, and the results of the integration of GenAI into customer relations in partnership with Iadvize. The next step is to integrate AI into vendor’s tools.
How do you accurately measure this “drive to store” aspect?
Philippe Muhr : With partners like Google, we know how many visitors we generate for the store based on keywords from Google searches. Today, if a customer is authenticated via Gmail, and if he accepts a geolocation option and clicks on a query such as “Intersport Lyon”, we are able to know that this customer left from point A to go to a store. This enables us to find out how many online visits generated business for the store.
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