The challenge
For manufacturers of products such as washing machines, dryers and kitchen appliances, guiding consumers to the right product is no simple task. These types of appliances are purchased relatively infrequently and often come with extensive technical specifications. As a result, consumers find it difficult to determine which product truly fits their situation and needs.
The manufacturer set out to improve the customer experience by better supporting consumers in their decision-making process. The goal was to guide website visitors more quickly to the right product, while making the online experience more personal and accessible.
A second challenge added complexity. Product information is typically structured around technical features, while consumers formulate their needs based on everyday situations. The question, therefore, was how to better connect these two worlds. Not by presenting more specifications, but by linking products to what consumers actually need.
The approach
To better support consumers, KPMG and the manufacturer developed an AI-driven, humanised shopping assistant. This digital assistant helps website visitors find the product that best fits their needs in an interactive and intuitive way.
Instead of simply showing search results or product specifications, the assistant engages in a dialogue with the consumer. By asking targeted questions about, for example, household composition, usage intensity or personal preferences, it builds a clearer understanding of individual needs. Based on this input, the AI filters the product offering and presents only the most relevant options.
In this way, complex product information is translated into clear and accessible recommendations. Rather than navigating long lists of technical specifications, consumers are presented with a curated selection of products that match their personal situation.
Interactions with the assistant also generate valuable insights for the manufacturer. By analysing questions, preferences and behaviour, the organisation gains a deeper understanding of customer needs, market trends and potential gaps in the product offering.
Implementation went beyond technology alone. The e-commerce environment was redesigned around the AI assistant, ensuring that tone of voice, advice and interaction align with the brand identity. This required close collaboration across multiple departments, from marketing and IT to HR and operations, while also considering downstream impact on areas such as service, spare parts and repairs.
The result
With the introduction of the AI shopping assistant, complex product information is transformed into a personalised and accessible online shopping experience.
Consumers can ask questions such as: “I have two cats and three floors, which vacuum cleaner do I need?” or “I have dry, long hair with a slight wave, which curling iron suits me best?” The assistant translates these questions directly into relevant product recommendations.
As a result, consumers find products that fit their needs more quickly, while the manufacturer gains deeper insight into customer preferences and market opportunities.
The outcome is higher customer satisfaction, increased conversion, and an online experience that feels like personalised advice.
The team that made the difference
A multidisciplinary team from KPMG Netherlands supported the manufacturer in designing and implementing the AI shopping assistant. By combining expertise in AI and data with knowledge of digital customer experience and Digital Process Excellence, they developed a solution that strengthens both the customer journey and the e-commerce strategy.
