Revolutionising Customer Engagement: The Synergistic Impact of Personalisation and Fifth Industrial Revolution Technologies in Retail Industry

This research focuses on the impact of personalisation on customer involvement in the retail industry operating in Shanghai using Fifth Industrial Revolution (5IR) technologies (Artificial Intelligence [AI], automation). The rationale for the research is to find how different technologies enhance personalisation’s role in increasing loyalty, customer retention, and interaction quality, giving a competitive advantage to retailers. The research is relevant because Shanghai’s retail sector is shifting, and customer demand is rising, exploring how technology-based personalisation advances with the expanding consumer request. The survey method employed is a quantitative cross-sectional survey, and the respondents are supply chain managers of 137 varieties of retail outlets in Shanghai. The data are obtained through questionnaires with options on a Likert scale; the respondents’ responses are statistically analysed to make social interpretations on personalisation, 5IR technologies, and engagement. Data suggest a positive linear relationship between personalisation and engagement, the effects of which are exponentially driven by 5IR technologies that adapt, and scale presented content. Quantitative reviews prove that applying AI solutions to gain deep insights and automating the client experience enhances positive client attitudes. The research indicates that combining AI and automation increases customer interactions and exposes actual benefits for retail managers who want to advance the customer experience. Further research may examine other technologies within the 5IR framework and their role across retail and within distinct cultural and market settings.