As technology continues to advance, the food and beverage industry is capitalizing on its new capabilities to transform the way in which it operates.
Digital transformation has become an integral part of this sector, from sourcing ingredients to marketing products, leading to unprecedented opportunities for growth and innovation. This is why it’s becoming more important than ever to understand how new technology is revolutionizing the food and beverage industry and unlocking possibilities for success by capturing consumer attention and engagement.
There are countless examples of how new technology is being used in the food and beverage industry including automation and robotics, artificial intelligence (AI), and augmented reality (AR).
Automation and Robotics in food and beverage
These technologies are becoming increasingly popular to streamline processes, reduce costs and maximize efficiency. Automated systems can be used for packaging, scanning products, transporting goods, and even preparing meals. Additionally, robots are being deployed to automate tedious tasks such as ingredient sorting and inspection of food products.
Blockchain technology in food and beverage
Blockchain is being used in food and beverages to track the origin of ingredients, ensuring consumers have access to safe and healthy products. By monitoring the entire supply chain, from farm to store shelves, blockchain technology can provide a secure audit trail of information about each ingredient. This is beneficial for consumers who may have dietary restrictions or allergies and need to be certain that their food is safe and untampered with.
Augmented Reality (AR) in food and beverage
AR has become popular in the food and beverage industry as a method of providing customers with more engaging experiences. For example, AR can be used to provide interactive product demonstrations or virtual tours of production facilities. This technology also enables companies to create immersive experiences for customers, allowing them to interact with products in an engaging and entertaining way.
Often harvested through consumer interactions such as online purchases and loyalty programs, first-party data presents a goldmine of information. Through “clean rooms,” retailers can share this data with brands in a privacy-compliant manner. Brands then leverage the data to attain an unparalleled understanding of consumers’ inclinations. This information is the cornerstone in crafting highly tailored experiences, thus establishing a personal connection with the consumer.
AI technology takes it a step further by employing sophisticated algorithms to analyse these colossal data sets in real-time. For instance, if a consumer frequently purchases organic products, AI can immediately recognize this preference. This insight can then be used by brands and retailers to offer targeted promotions or suggest new organic products, incentivizing further engagement and sales. AI’s capability to dynamically segment consumers allows for micro-targeted marketing campaigns. It’s no longer just about reaching the health-conscious or the budget shopper; it’s about connecting with the “gluten-sensitive, environmentally conscious parent.” By being this precise, marketing messages resonate with a level of relevancy that was inconceivable in the past.
In-store, AI can be used for dynamic pricing and real-time promotions. Imagine walking into a store and receiving a notification on your mobile device for a discount on your favourite beverage, just as you were planning to buy it. This kind of contextual relevance is made possible through the intelligent processing of first-party data via AI.
The future of research will be driven by technology, creating holistic, connected brand experiences while remaining human and solution-oriented, according to Jay Picconatto, Head of Global eCommerce at General Mills, and Paul Lima, Managing Partner at Lima Consulting. Driving human understanding through first-party data is paramount for executing successful personalization efforts and effectively connecting with consumers.
If you’d like to learn more about the latest trends in the Food and Beverage space, please don’t hesitate to get in touch with Connect Search today. Speak to one of our industry specialists on firstname.lastname@example.org or head to our Contact Us page.