Everyday shopping empowered by artificial intelligence and stores transformed into places to visit for product discovery, entertainment, and socializing. This is the scenario outlined by Mars in a study on the future of retail, presented on October 6th, which identifies the automation of routine purchases and the growth of consumer experiences as two trends set to redefine the industry over the next decade.
The study, conducted in conjunction with Kantar and Synthesis for the group's snacks business, analyzed over 180 information signals from four continents. The study examined interviews with experts and operators, publications on sales channels and purchasing behavior, podcasts, and news, with the aim of identifying emerging consumer needs.
According to Mars, the purchasing journey will unfold along two complementary lines. On the one hand, digital assistants will be able to manage the replenishment of commonly used products, making suggestions based on personal preferences and available stock, which the customer will then confirm. On the other, stores and online platforms will be called upon to offer opportunities for discovery and entertainment that will motivate a visit.
For the snacks industry, this evolution represents an opportunity, but it also raises a commercial question: how to maintain visibility and stimulate new purchases when part of the spending is planned in advance by algorithms. Shelf selection and impulse buying could gradually give way to systems that anticipate needs and manage reordering.
Neil Reynolds, Global Chief Customer Officer at Mars Snacking, emphasizes the need to address change through collaboration between manufacturers, retailers, and technology partners. The group intends to build upon this research to design shared solutions that accommodate changing habits and support category growth.
The study identified three needs: simplicity, personalization, and experience. The first concerns reducing the time and effort required for recurring purchases, through artificial intelligence tools capable of making relevant recommendations. It will therefore become important for retailers and brands to be included in assistants' selections, while continuing to foster curiosity about new products.
Personalization will instead lead to more targeted offerings, linked to individual preferences and, increasingly, health and wellness goals. The press release cites a TransUnion figure that 39% of consumers expect personalized online experiences. In the snack market, assistants could suggest protein products before exercise, compile a selection for a party, or suggest alternatives for a moment of indulgence, while protecting data privacy.
Finally, the experiential dimension concerns the role of stores and digital channels as spaces connected to culture, trends, and socializing. Mars cites a 15,3% annual growth in brands' immersive spaces and an eMarketer figure indicating that 22% of US digital shoppers already purchase through live streaming.
Shopping opportunities will thus increasingly be integrated into social networks, video games, and streaming content, while stores will emphasize sensory experiences and innovation. For retail, the challenge will be to integrate the efficiency of automated reordering with an offering that engages customers, providing new reasons to visit a store or choose a platform.
