Former Google AI exec joins Trax as top product officer to enhance omnichannel shopping UX

Today, global computer vision retail solutions provider, Trax, announced that former Google AI and product leader, Barack Turovsky, is joining as the organization’s new Chief Product Officer (CPO). The company says it will use its AI skills to help enhance the best shopping experience of retailers, brands and consumers.

Turovsky spent a decade at Google, most recently as Product Director for Google AI, focusing on understanding AI and using AI to develop computer vision technology. He also served as product head for Google’s mobile commerce team, which helped design and launch Google Pay.

With over a decade of experience working with Google to organize the world’s (online) information, Turovsky hopes to take advantage of AI to organize product information in brick and mortar stores around the world. The goal is to help brands and retailers provide shoppers with a streamlined, enhanced experience across physical, mobile and online channels.

Turovsky shared with VentureBeat how modern organizations and retailers can use AI to enhance the experience of partners and customers across the Omnichannel ecosystem.

VB: What do you mean when you talk about the world of omnichannel and omnichannel customer travel?


Turovsky: “People still don’t know that eCommerce, which obviously had tremendous growth [the] Last 10, 15 years, [but] It is still only 13% of the total US commerce volume.

Ecommerce sales are around 900 900 billion and are growing at an average annual rate of 0.7% to 1%, but physical commerce sales are about $ 7 trillion, so while ecommerce is growing it is obviously fast, but there are still plenty of places. Growth So, physical sales are still there [the] The lion’s share of overall trade volume in the U.S.

So, we believe that instead of replacing in-store sales with ecommerce, we are moving towards an omnichannel experience where physical, online and mobile experiences are a kind of fusion at this incredible pace. This is especially true for fast-moving consumer goods such as food, snacks, etc. (See Whole Food Acquisition by Amazon for example).

It is basically a huge ecosystem. Where you have brands like let’s say Coca-Cola, retailers, let’s say you also have delivery companies like Whole Foods, Consumers, and Omnichanal like DoorDash Instacart etc., all about inventory but also about availability on the shelf. Information is needed. And placement

VB: How is Omnichanal influencing the in-store experience?

Turovsky: Before [the] With the internet, we actually had a seamless real-time experience, just being told to go to your local grocery store, right? It wasn’t [a] A super optimized experience, maybe you didn’t get the best price, maybe you didn’t get the best choices, but it was a well-defined, closed, seamless experience.

The last 25 years of commerce have been constantly exploding, the internet has given us multiple logistics, information, discounts, product selection options and it has definitely expanded our shopping universe a lot. Now you are exposed to many more sellers and products and prices etc.

But as you probably know, the human brain has limitations on how much information it can process and, in many cases, giving you 20 choices does not make your shopping experience any better.

It also created a somewhat unrelated experience for the average buyer as they are now overwhelmed with all this information and they are still worried about not getting the actual deal, the right product, etc.

VB: What is the most relevant use case for Omnichannel AI for technical decision makers?

Turovsky: “The frontier for everyone is what I would call the area of ​​perishable goods. You are talking about vegetables, fruits, etc.

One of the unique challenges is that retailers today suffer significant losses from this fresh product, for example, if the finished product ends up not being sold, it can also become a legal liability.

For example, let’s say you sell an expired apple which can lead to a huge lawsuit, plus deleting it is a logistical challenge, you need to remove it, you may need to donate it, maybe it Delete properly.

I think one of the things [AI] This is great for selling perishable goods trends, how much stock is on the shelf, how fast it is moving, and can offer personal promotions or maybe even coupons to boost sales.

VB: How does Trax use AI in the market?

Turovsky: Trax provides many solutions that enable this integrated experience by default. The first is Computer Vision using AI, we also have IoT solutions, it offers a retailer where you put a Wi-Fi camera that covers the entire shelf space so to speak, basically to monitor and analyze it. To allow, monitor shelf placement for brands, and monitor inventory for retailers, no stock, etc.

We also have a solution called Dynamic Merchandising, and it’s basically a gig worker marketplace that helps brands and retailers get sales or shelf execution.

For example, if a brand needs to set up promotions to create a testing station or some kind of promotional area or restore items, Tracks has a kind of solution through GigWorker Marketplace that [can] Send people to the store quickly, not just to monitor but to actually execute some of those tasks.

And, finally, shopper activation … if you can quickly deliver and bring personalized offers and promotions to users and buyers. [the] Store or buy your item to interact with, but I think this is a big advantage for the whole ecosystem, for both buyers who get a good deal, for retailers who probably know that inventory can move quickly. And also for brands because people are exposed to their brand or product. ShopKick (a Trax company) offers a great solution in that space.

VB: What about supply chain management?

Turovsky: In the supply chain today, we obviously have a temporary supply chain disruption for everyone, but retailers are usually very good at it because they are really very optimized. I wonder where retailers are lagging behind… this is the ability to understand the shelf shortage very quickly. In many cases, inventory shows that the thing is there, but it is not really there.

VB: So AI helps make customer experience more seamless?

Turovsky: Sure, and it’s in the whole ecosystem because if you bring a lot of people into the store, but the item isn’t on display, it’s a terrifying experience.

If you don’t bring people to the store in the example of perishable goods and the thing is rotting there, God forbid it stays on the shelf, that’s horrible. If you need to delete it, it costs a lot. So if it works in research, and it develops brands, retailers and shoppers, it really makes for a great seamless omnichannel experience.

VB: Where will you see in-store shopping experiences in the next five years, and how do you think it will change?

Turovsky: So what I would say is that we have physical, online and mobile experiences in this wonderful space, going to physical stores, and basically engaging with solutions like ShopKick (a Trax company) where you can basically learn about some things and maybe Get discounts and personal promotions and awards for ordering it from a provider like Instacart or DoorDash or others – there is a whole range of possibilities.

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