Personal micro stores
E-commerce websites will become "personal micro stores" with individualised and online exclusive products, personalised promotions, recommendations, advertising and loyalty schemes, IGD predicts.
“AI will help to unlock personalisation. The store’s layout will be dynamic, able to predict the shopper mission. If you need a meal for tonight, for example, your homepage will display only the relevant solutions. When generally browsing, you will only see the products and pack sizes likely to meet your needs.”
For certain high-value categories, products will become increasingly ‘customisable’ with consumers creating their own cereal packs.
It explains how this could work for a beauty product: “Shoppers complete a questionnaire to clarify their haircare needs and receive a uniquely formulated shampoo and conditioner. The bottles arrive with the shopper’s name printed on them.”