White Paper

Sentiment Analysis and the Phygital Experience in Retail

Commerce is changing – but perhaps not in the way you think. While ecommerce has become more popular due to the Covid-19 pandemic, many shoppers are itching to get back to brick-and-mortar stores. Yet in the main, they are expecting far more digital, seamless and convenient experiences on their return. 


Retailers have a powerful tool at their fingertips when it comes to gauging customers’ emotional responses to products or services: sentiment analysis. While sentiment analysis has hitherto involved analysing written text to extract emotions, advances in artificial intelligence (AI) mean that analysis can now be conducted using image and audio inputs in real-time. Through this, retailers can engage with customers live while in store or on the phone, monitoring with consent their responses and using insights to change the way a store is laid out or the script used by a call centre agent – fundamentally changing the entire customer journey. 


In this white paper, discover: 

  • The role of data and AI in empowering retailers to revolutionise customer experiences
  • A multimodal approach to incorporating sentiment analysis into retailers’ daily business
  • Benefits provided by sentiment analysis at key stages of the customer journey
  • Critical’s experience in delivering AI-powered behavioural analysis solutions to clients
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