Bringing Shoppers Back In-Store With Personalized Experiences

The global pandemic at the start of the decade reshaped consumer behavior, driving a surge in digital connectivity and dependence. Online shopping didn’t just grow; it became the norm. Today, about 59 percent of consumers prefer to shop online, where they’re met with tailored product recommendations, curated promotions, and predictive reminders to restock their favorites.

To bring these consumers back into physical stores, retailers must now deliver a similarly personalized experience. Shoppers’ tolerance for friction and inconvenience continues to decline, while their expectations for speed and service rise. The challenge: How can retailers offer individualized experiences in-store? Advances in artificial intelligence and data analytics are making real-time personalization possible, empowering retailers to meet modern expectations and create truly differentiated shopping experiences.

Providing Real-Time Personalization

Historically, point-of-sale data and loyalty programs were the primary methods for tracking consumer behavior, but they only provided insights after the shopping trip was complete. While retailers could offer post-purchase coupons to encourage repeat visits, there was no guarantee shoppers would return. Today, simple methods for predicting behavior are no longer enough. Retailers need a 360-degree view of their customers in real time, not only to promote increased buying activities while shoppers are still in the store, but to provide a more enjoyable and streamlined shopping experience.

Imagine a technology that recognizes when one shopper is browsing the produce aisle and instantly highlights a discount on their favorite organic yogurt. Another, shopping for dinner ingredients, gets a suggestion for the perfect wine to pair with the pasta in their basket. A third, focused on staying within budget, sees wallet-friendly options tailored to their usual purchases. Each interaction is personalized in real time, creating a shopping experience that feels uniquely crafted for every individual.

Contextually Relevant Shopping Journeys

Real-time personalization extends far beyond discounts and offers. It can enhance the entire shopping journey. For example, shoppers could set dietary preferences, gluten-free, vegan or allergy alerts so that relevant warnings appear instantly when scanning a product. They could receive recipe suggestions based on their cart or shopping list, or view product reviews in real time while browsing. These capabilities empower customers to make informed decisions and streamline their trips to match their lifestyles.

When every in-store visit becomes a unique, contextually relevant journey for each shopper through advanced technologies that provide real-time personalization, the benefits are undeniable. Even for retailers. Relevant, timely offers drive higher conversion rates than generic promotions, boosting basket size and deepening brand engagement. When shoppers feel understood, they’re more likely to return, fostering loyalty and reducing the risk of losing them to competitors. Also, by leveraging real-time shopper insights to inform promotional strategies, grocers can help brands run highly targeted campaigns, creating a win-win that strengthens the connection between retailers, suppliers, and consumers alike.

Early adopters of smart carts are already experimenting with this kind of in-aisle personalization. These platforms can deliver tailored promotions, cross-sell suggestions, and guided shopping experiences directly at the point of decision.

The modern customer expects the same level of recognition, understanding, and value in-store as they experience online. For retailers, the opportunity is clear: those that invest in technologies that understand and adapt to shoppers’ needs in the moment will not only drive sales but also build deeper, longer-lasting loyalty. By focusing on relevance and convenience, personalization evolves from a tool for promotions into a strategy that transforms the in-store experience for both shoppers and businesses. Real-time personalization isn’t just an advantage; it’s becoming a necessity.

Yaniv Zukerman is the chief marketing officer of A2Z Cust2Mate, a global leader in smart shopping carts for retailers.