The change in consumer relations in society, since the pandemic, has caused a restructuring in the retail market. Since 2022, delivery services and e-commerce have boosted the sector while also posing challenges related to logistics and the consumer's physical presence at establishments.
A Mintel survey shows a sharp 41% decline in customer presence in hypermarkets in 2022, as they prefer to make daily purchases at smaller supermarkets and local shops. The price is no longer the factor that most determines the timing of the purchase for this segment of consumers. But, to attract and retain this audience, hypermarkets bet on the development of private labels and the use of technologies such as artificial intelligence.
In addition to representing cost reduction and the possibility of increasing revenue, the lineprivate labelIt brings the brand closer to the consumer. And the use of artificial intelligence tools allows the creation of increasingly personalized and targeted products. The usability of this technology in the retail market is infinite.
For example, it is possible to analyze trends and conduct research on the user base, integrating this data into the final project of private label items. And moreover: managing information in generative data learning systems allows for segmenting and understanding diverse audiences simultaneously.
Furthermore, the AI's generative knowledge capability serves as a tool for creating packaging layouts and designs. In this context, the efficiency of the technology can be summarized as greater accuracy and differentiation in the launch of private label products and in the improvement of testing.
AI integration can permeate virtually the entire article development chainprivate label. It is capable of managing the selection and classification of suppliers in a customized data validation process, with requirements such as quality, price and tax benefits.
Finally, she also contributes to continuous improvement. By analyzing the consumer experience, the hyper-personalization carried out by AI validates the entire process of developing a new solution in the market, also created with disruptive technology that is essential to maintain the segment's continuous growth in the coming years.
