Personalisation has always been an essential part of retail, but for supermarkets, it often means mass promotions, loyalty card discounts, or broad demographic targeting.
Meanwhile, consumers have been trained by e-commerce platforms to expect far more. Online shoppers receive highly tailored product recommendations, curated promotions, and even predictive reminders to restock their favourites. Increasingly, consumers want that same kind of individualised experience when they walk into a physical grocery store.
From Mass Marketing to the “N=1” Shopping Experience
Instead of treating customers as broad market segments, the “N=1” concept envisions each individual as a unique audience of one. The idea is that every in-store visit should feel tailored to that shopper’s preferences and habits in real time.
Thanks to advances in AI, real-time data analytics, and smart cart technology, what seemed futuristic is now within reach. Real-time personalisation offers a powerful lever for retailers to meet modern consumers’ expectations while creating differentiated shopping experiences.
Opportunities for Shoppers, Retailers, and Suppliers
For shoppers, the N=1 concept provides a more enjoyable and streamlined shopping experience. Imagine a cart that recognises a customer browsing the produce aisle and shows a discount on their preferred brand of organic yoghurt, or one that suggests wine pairings while they add pasta ingredients.
Another customer might receive budget-friendly options aligned with their purchasing patterns. Each interaction is designed for that specific shopper, in that specific moment, with no two experiences alike.
For businesses, the value proposition of real-time personalisation translates into stronger customer relationships and more predictable revenue streams. Relevant, well-timed offers convert at higher rates than generic promotions, increasing basket size and brand engagement. Real-time personalisation also fosters loyalty. When shoppers feel understood, they are more likely to return and less likely to go to a competitor.
There are benefits for suppliers, too. By integrating real-time shopper insights with promotional strategies, grocers can help brands deliver more targeted campaigns. This helps align the interests of retailers, suppliers, and consumers alike.
However, personalisation must be executed thoughtfully as shoppers are increasingly sceptical of how their data is used. The goal is to create an intuitive, seamless experience—one that enhances the trip without feeling intrusive. Transparency, relevance, and convenience are critical to this process.
Personalisation Beyond Promotions
Real-time personalisation is not just limited to discounts and targeted offers, but can also extend to the information and services that shape the overall shopping journey. Imagine being able to set dietary preferences, such as gluten-free, vegan, or allergy alerts, so that when you scan a product, relevant warnings pop up instantly.
Shoppers can also receive personalised recipe ideas based on items in their cart or shopping list, or view product reviews when searching for products. These forms of personalisation empower customers to make more informed decisions and streamline their grocery trips to align with their individual lifestyles. In this way, personalisation evolves from being just about promotions to being about relevance, convenience, and trust.
From Transactional to Experiential
Early adopters of smart cart technology are already experimenting with this kind of in-aisle personalisation. These platforms can deliver tailored promotions, cross-sell suggestions, and guided shopping experiences directly at the point of decision.
The bottom line is clear: One-size-fits-all marketing no longer meets consumer expectations. For supermarkets, embracing an “N=1” approach is more than just a way to keep up with digital competitors; it’s a path to stronger differentiation, deeper loyalty, and new growth opportunities.
As the grocery industry continues to navigate labour pressures, inflationary challenges, and shifting consumer demands, personalisation will not be a “nice to have” but a strategic necessity. The stores that succeed will be those that can make every trip feel personal, relevant, and uniquely valuable to each shopper.
By Yaniv Zukerman, CMO of Cust2Mate
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