Behr Paint to Slash Cart Abandonment Rates With AI Color Personalization Tool
Behr Paint Co. is using a cloud-based, AI-enabled tool to simplify the consumer shopping experience.
The ChatHue tool from tech company Further uses generative AI built on Google Cloud to pull from Behr's proprietary data so it can guide consumers through the color-selection process.
Consumers who use the new tool will receive real-time color recommendations through a conversational experience. The technology can provide personalized color suggestions based on project type and their aesthetic preferences.
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Andy Lopez, SVP and head of marketing of Behr Paint, said the tool combines cutting-edge tech with the company's color expertise to help consumers choose their ideal shade in a faster, easier way.
The company expects this to reduce decision fatigue-driven cart abandonment while driving conversations.
Driving Growth Through Personalization
Companies are increasingly looking toward smarter personalization tactics to bolster shopper loyalty and drive business growth.
This is in line with industry-wide trends. According to CGT's 2024 Sales & Marketing report, 47% of surveyed consumer goods leaders believe that hyper-personalization strategies will influence their industry in the next 12-18 months.
E.l.f. Cosmetics, for example, launched a makeup personalization tool earlier this year that ties together consumer insights, shoppable Pinterest boards and influencer activations. The activation allows consumers to snap a selfie or upload a photo of themselves to determine which makeup shade best suits their unique features.
Also, dog food company Ollie is using Shopify to better manage thousands of meal plan combinations tailored to a dog’s nutrition needs, considering breed, age, weight, allergies and preferences.
