With the rise of online commerce and the rapid digitalisation of services, the role of the physical store must evolve into spaces designed to offer immersive experiences capable of attracting an increasingly diverse and changing consumer. In a context where AI drove 693% more traffic to e-commerce sites during the last Christmas campaign – according to Deloitte – retail chains are preparing for a market in which demand sets the pace. In this new scenario, the store is being redefined as an experiential hub and a strategic point for personalisation.
Nuria Enríquez, Digital Transformation Executive at Consum, explains that the cooperative is already building the supermarket of the future, a model in which technology only makes sense when it serves people (customers and employees) and their daily lives. “The sector’s great challenge will not only be to offer products or services, but to accompany each person through proximity and personalisation, understanding their current needs and anticipating future ones.”
Technology for people
“In the supermarket of the future, the key will be to make customers’ lives easier by offering solutions that reduce tasks and save them time: from the automatic creation of the shopping cart to personalised services based on their health, nutrition or lifestyle decisions,” Enríquez notes.
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The executive highlights the importance of knowledge and data as drivers of transformation. Consum works with large volumes of information to improve the customer experience. This will allow the company to better understand customers’ needs, communicate more effectively and offer more useful and personalised services, always with transparency and respect for privacy.
Consum is already working on this future through the use of artificial intelligence to hyper-personalise communication, analyse opinions and sentiment, manage large volumes of internal documentation and automate repetitive processes, freeing up time for higher-value activities.
