Omnichannel Personalization in Grocery and Specialty Retail: How Data and AI Are Shaping the Next Generation Shopper Experience

In today’s rapidly evolving retail landscape, grocery and specialty retailers are at a pivotal crossroads. The convergence of digital and physical channels, rising consumer expectations for seamless omnichannel experiences, and the imperative to personalize every interaction are reshaping the sector. To thrive, retailers must harness the power of unified data platforms, AI-driven recommendations, and real-time inventory visibility—delivering seamless, hyper-personalized experiences that bridge the gap between online and in-store journeys.

The New Reality: Shoppers Demand Seamless, Personalized Journeys

Modern consumers expect to move effortlessly between digital and physical touchpoints. They want to research products online, check real-time inventory, receive personalized offers, and choose from flexible fulfillment options like BOPIS (Buy Online, Pick Up In Store), curbside pickup, or home delivery. Yet, many retailers struggle with legacy systems, siloed data, and fragmented experiences. Recent research highlights the urgency:

• 76% of consumers report discrepancies between online and in-store stock availability.
• 80% struggle to find products in-store after researching them online.
• 67% use mobile devices in-store to check reviews, compare prices, and verify stock.
• 63% expect AI-powered recommendations to improve their shopping experience.

These statistics underscore the need for integrated, data-driven, and customer-centric strategies that unify every touchpoint and anticipate shopper needs.

Publicis Sapient’s Journey (Re)invention: A Blueprint for Transformation

Publicis Sapient’s Journey (Re)invention approach is purpose-built for grocery and specialty retailers navigating this new reality. This mature, service design–led methodology transforms both customer and employee journeys by answering two critical questions:

1. What is the ideal customer experience?
2. What is the simplest, most effective way to deliver that value proposition?

Our approach is built on four foundational pillars:

• Deep Human Insight: Co-creating with customers and employees to uncover unmet needs and pain points that drive future strategy.
• North Star Vision: Defining a bold, tangible vision for the ideal future state, illustrating the transformation of both customer and employee value propositions.
• Frontstage-to-Backstage Transformation: Reengineering not just the customer interface, but also the underlying processes, technology, and data that enable seamless experiences.
• Agile Delivery: Executing transformation through a prioritized, agile backlog of initiatives—spanning software and business change—delivered by cross-functional journey teams.

This holistic process ensures every aspect of the retail journey, from supply chain to store operations to digital touchpoints, is optimized for both efficiency and delight.

Addressing Sector-Specific Challenges

Seamless Omnichannel Experiences

Grocery and specialty retailers must deliver frictionless transitions between digital and physical channels. This means real-time inventory data, unified customer profiles, and consistent experiences whether a shopper is browsing online, using a mobile app, or visiting a store. Publicis Sapient enables:

• Connected store experiences that integrate digital tools for wayfinding, product discovery, and checkout.
• Omnichannel fulfillment options such as BOPIS, curbside pickup, and home delivery, all powered by up-to-the-minute inventory and order management systems.

Supply Chain Modernization

A digitally enabled supply chain is essential for meeting today’s customer demands. We help retailers:

• Implement AI-powered robotics and algorithmic retailing to optimize inventory, restocking, and fulfillment.
• Leverage control tower solutions for end-to-end visibility and agility, ensuring the right products are in the right place at the right time.
• Drive sustainability and transparency, meeting consumer expectations for ethical sourcing and eco-friendly logistics.

Hyper-Personalization

Personalization is now a competitive necessity. Our approach harnesses the power of unified customer data platforms (CDPs) and AI to:

• Deliver real-time, contextually relevant offers and recommendations across all channels.
• Build loyalty programs that go beyond transactions, fostering emotional connections and rewarding engagement.
• Respect privacy and build trust through transparent data practices and consent management.

Real-World Impact: Client Success Stories

Publicis Sapient’s Journey (Re)invention has driven measurable results for leading grocery and specialty retailers:

• A top global retailer partnered with us to scale their online grocery platform internationally, optimize supply chain operations, and integrate digital channels into in-store experiences. The result: $1B annual revenue from general merchandising, $500M from international grocery e-commerce, and a 35% improvement in order picking rates.
• Apparel business transformation: For the same retailer, we reimagined the apparel business with a new e-commerce platform, integrated loyalty programs, and a refreshed brand strategy—quickly elevating the loyalty program to one of the top five in the organization.

These examples demonstrate how journey reinvention can unlock new revenue streams, improve operational efficiency, and build lasting customer loyalty.

Actionable Insights for Retail Leaders

To bridge the gap between online and in-store journeys and deliver next-generation shopper experiences, retail leaders should:

1. Invest in unified data platforms to break down silos and enable real-time, personalized engagement.
2. Leverage AI and advanced analytics for predictive recommendations, inventory optimization, and dynamic pricing.
3. Modernize supply chain and fulfillment to support flexible, omnichannel experiences.
4. Continuously reinvent customer journeys using agile, service design–led methodologies.
5. Prioritize privacy and transparency to build trust and long-term loyalty.

The Path Forward: Continuous Reinvention

What customers consider best-in-class today will be outdated tomorrow. That’s why our approach is designed for continuous reinvention—delivering transformation in as little as 6 to 12 weeks and enabling ongoing adaptation as shopper expectations evolve. By unifying data, modernizing technology, and reimagining every journey, grocery and specialty retailers can stay relevant, resilient, and ready for what’s next.

Ready to reinvent your retail journeys? Publicis Sapient’s deep industry expertise, proven frameworks, and relentless focus on customer outcomes make us the ideal partner for your transformation. Let’s connect and shape the future of grocery and specialty retail together.