Alibaba Cloud is partnering with Unilever in a pioneering strategic initiative that will enable the latter to use the former’s artificial intelligence (AI) and cloud-based technologies to optimise its omni-channel, online and offline demand generation activities.
Alibaba Cloud’s solution can support optimised brand experience for consumers’ purchasing journey through Unilever’s online stores in Taobao and Tmall. The data intelligence provided by Alibaba Cloud can be easily translated into consumer insight, pivotal in enabling Unilever to expand its current and future product offerings in line with customer needs. The insights into anticipated and current customer demand, will also benefit Unilever’s supply chain, as well as optimise its route to market.
A range of technologies from Alibaba Cloud underpin the data intelligence analysis, which include machine learning and AI to spot customer and market patterns — Dataphin, a unified PaaS platform for intelligent information processing and management; Analytic DB, Online Analytical Processing (OLAP) managed database cloud service that can process enormous amounts of information in realtime; and Quick BI, an intelligent business analysis suite that generate business insights for enterprise users.
“Customer buying patterns are ever changing; when and where they buy has caused marketing to become even more agile and precise in order to stay relevant and reduce marketing waste,” said Fang Jun, VP of data and digital at Unilever China. “The use of Alibaba Cloud’s cutting-edge technology will ensure that our customers enjoy even more value from their relationship with the Unilever brand, through relevant campaigns and activities based on true insights into their buying preference.”
Selina Yuan, president of international business at Alibaba Cloud Intelligence, said that for marketers to keep on top of customers’ ever-changing needs and habits, the ability to understand their shopping habits is essential for keeping the brand messaging relevant for each customer.
“Alibaba Cloud’s solutions have the ability to unlock the customer insights needed, and are set to ensure Unilever continues to succeed and build brand loyalty with its customers amid a constantly evolving and complex market place,” said Yuan.