The store is no longer a standalone destination. It has become part of a connected retail ecosystem where physical stores, digital channels, loyalty data, AI and retail media work together to create more personalised, frictionless shopping experiences. For suppliers, success depends on understanding how these connections influence discovery, purchase decisions and long-term loyalty. 

AI is becoming the in-store shopping assistant 

AI-powered shopping carts that are linked to shopper’s apps can provide personalised product recommendations in real time.  Navigation, product discovery and purchase decisions are increasingly supported by conversational AI. 

For example, FairPrice Smart Cart provides personalised promotions as the shopper moves around the store, creating a more intuitive and efficient shopping journey. 

Why it matters for suppliers 

• Winning search and recommendation algorithms becomes as important as winning shelf space. Increasingly, this is happening in real time in-store. 

• Product content becomes a competitive advantage. Brands need rich, accurate product data, compelling descriptions, images and attributes so AI can recommend their products.  

A truly frictionless experience 

Computer vision, sensors and smart baskets remove checkout friction and automate routine shopping tasks. Shoppers are tracked anonymously as they shop and the weighing solution is also efficient and seamless. When they get to the checkout, there is no need to scan, just pay and go.  

At Continente Bom Dia, the world’s largest autonomous store, the retailer is able to truly understand shoppers’ behaviour in the physical store without being intrusive.  

Why it matters for suppliers 

• Every shopper interaction generates valuable behavioural data. Suppliers can learn how much  

• Packaging and products must remain highly visible and recognisable in automated shopping environments. 

Technology is making stores more accessible and inclusive 

AI-powered accessibility tools help visually impaired shoppers identify products, access promotions and shop independently. 

Using AI-powered visual assistance, Be My Eyes, Tesco’s customers can identify products, check sizes and expiry dates, access Clubcard offers, receive support at self-service checkouts, and connect with customer service in real time. 

Why it matters for suppliers 

• Clear product information, accessible packaging and accurate digital product data become increasingly important.  

• Inclusive design improves both shopper experience and AI recognition. 

Extending the retailer ecosystem beyond the physical store  

Retailers are using apps and connected digital services to link pre-shop planning, in-store navigation, payments, loyalty and post-purchase engagement into one seamless journey. This continuous connection generates richer shopper insights and creates new opportunities to engage shoppers before, during and after every store visit. 

Shoppers at Walmart can use the app to navigate the store, scan products for more information, check prices, pay using Walmart Pay or Scan & Go, refill prescriptions and manage pharmacy appointments. 

Why it matters for suppliers 

• As retailer apps become an extension of the physical store, suppliers need to plan integrated campaigns that engage shoppers before, during and after their store visit, rather than treating in-store and digital activation separately. 

• Collaborating with retailers on app-based experiences will help suppliers reach shoppers across more touchpoints and better influence purchase decisions throughout the shopping journey. 

Four questions every supplier should ask 

1. Are we designing campaigns across the entire shopper journey?  

2. Are we investing enough in retailer data and retail media?  

3. Can our product information support AI-powered retail?  

4. How can we become a stronger strategic partner for retailers? 

The hyperconnected store is already taking shape 

Technology will continue to evolve, but the biggest shift is strategic rather than technical. Retailers are connecting every customer interaction into a single ecosystem, creating richer experiences and more efficient operations. 

For suppliers, winning in this environment means moving beyond products and promotions. Success will come from helping retailers create seamless shopper journeys, using data more effectively and collaborating to deliver measurable value across every touchpoint. 

Next steps 

The hyperconnected store is one of the four trends our team identified for hypermarkets and supermarkets. To read more about the other three trends and what it means for suppliers, follow the link to our report.