Key takeaways from Retail Innovation Convention and Expo 


The Retail Innovation Convention and Expo (RICE), held in Chicago, IL, is a premier occasion showcasing rising tendencies and modern insights from enterprise leaders and all-stars within the ecommerce, social media, and martech area. Our group from Dotdigital within the US attended the occasion and made observe of the essential takeaways in order that we will maintain you recent on the newest retail developments.

Key takeaways from the Retail Innovation Convention and Expo

Let’s talk about the important thing takeaways from classes at #RICE23: 

1. Leverage generative synthetic intelligence (AI)

Probably the most intriguing and modern ideas offered at this 12 months’s #RICE23 was the potential and utilization of generative synthetic intelligence (AI) within the retail trade. As retailers purpose to ship extra customized, environment friendly, and fascinating buyer experiences, the introduction of generative AI proves to be a game-changer in assembly these expectations.

A main instance of generative AI in motion is WinstonAI. WinstonAI attracts on Microsoft Azure’s generative AI know-how (GPT-3.5) to supply ideas and inspiration on take your marketing campaign content material to the following stage. Constructed immediately into the Dotdigital platform, WinstonAI can now simply offer you hints, suggestions, and recommendation on enhance your e-mail advertising and marketing and buyer experiences. 

If you need generative AI instruments like WinstonAI to fulfill your expectations, it’s essential to dedicate time and sources to coach them. By refining these AI fashions with appropriate information and suggestions, you’ll be able to unlock your full potential to develop extra highly effective advertising and marketing campaigns.

2. Ship customized buyer experiences

Within the period of fierce competitors, driving buyer loyalty and retention goes past providing high-quality services or products. To create significant connections, manufacturers should prioritize personalization and create constructive buyer experiences tailor-made to particular person preferences. By cultivating a loyal and devoted buyer base, companies set themselves aside from the competitors.

Harnessing the ability of buyer information is essential to this technique. Knowledge guides manufacturers in crafting unforgettable buyer experiences tailor-made to their target market. By gaining insights into prospects’ preferences and desires, companies can develop modern merchandise, launch methods, advertising and marketing campaigns (each offline and on-line), customized packaging, excellent in-store experiences, and user-friendly web site designs that elevate their model from the remaining.

The answer lies in adopting a human-to-human (H2H) advertising and marketing method. This paradigm shift emphasizes treating prospects as people with feelings and tales moderately than mere information factors. By humanizing your advertising and marketing technique, your model will stand out from the competitors and foster stronger relationships together with your target market. This deeper connection in the end influences their resolution to decide on your model over others.

3. Embrace creativity

If you wish to stand out and entice the eye of the tech-savvy Gen Z viewers, creativity is essential. This technology appreciates new and distinctive concepts, and they’re extra more likely to check out manufacturers that break free from the norm. Don’t hesitate to be modern together with your merchandise, advertising and marketing methods, or model tales to set your self aside from the competitors. Moreover, ensure to speak with this technology on their most well-liked channels and have interaction in significant conversations.

Liquid Loss of life is a model that has successfully used inventive advertising and marketing to determine its personal distinctive identification. Whereas they promote canned water, their success comes from their leisure and content-driven method. Their advertising and marketing methods purpose to create an thrilling and unconventional picture that stands out amongst opponents and captures the eye of shoppers.

Cultivating a way of group inside your model is pivotal to forging lasting, private connections together with your prospects. This intimate relationship fosters a way of belonging, assist, and empowerment, reworking informal prospects into passionate, engaged champions who actively use your services.

The facility of a powerful model group gives: 

  • Enhanced virality: When prospects really feel linked to your model, they’re extra inclined to share content material and merchandise inside their networks. This natural sharing considerably expands your attain and fuels viral development.
  • Pure model advocates: Members who’re deeply engaged together with your model group will readily share their constructive experiences, suggestions, and testimonials with their circles, establishing belief and credibility amongst potential prospects.

5. Preserve your digital presence

It’s essential to maintain your digital presence up-to-date to create a constructive notion of your model. Your ecommerce website and martech stack ought to evolve with altering client expectations, as prospects usually kind their first impression of your services via your digital presence.

In case your web site is outdated, it could hurt your model’s fame and provides potential prospects the impression that you’re not up-to-date with present tendencies. This might have an effect on their decision-making course of and result in shedding prospects. Due to this fact, it’s essential to replace your web site recurrently.

To keep up your digital presence, you’ll be able to: 

  • Replace your know-how stack: As know-how evolves, so do the expectations of tech-savvy shoppers. Spend money on instruments and integrations to ship a seamless consumer expertise that meets client calls for.
  • Refresh your design: A visually interesting, trendy design can considerably affect a model’s picture. Often replace your web site or e-mail design parts, structure, and shade scheme to replicate the newest design tendencies and keep a recent, modern look.
  • Monitor your competitors: Control your opponents’ web sites and be aware of any updates or modifications they make. This may help you keep knowledgeable of the newest trade tendencies and anticipate client expectations.


Throughout #RICE23, specialists in ecommerce, social media, and martech mentioned helpful insights. In right now’s quickly evolving retail trade, it’s important for manufacturers to maintain up with trade tendencies and client preferences to succeed. Fortunately, we have been proper there, soaking all of it in for you, so that you don’t miss a beat in preserving your enterprise on prime of its recreation! 


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