Campaign corner
Break brothers. KitKat wants you to take a break and will make anything for that to happen. Their most recent commercial shows that: An office worker is about to enjoy a KitKat when a colleague starts nagging them about a mistake. Suddenly, the 'Break Brothers'—a team that defends break time—step in to stop the interruption. The message: take a break with KitKat.
Award-winning campaign. Amstel Vibes stood out in Brazil’s crowded RTD market with a bold in-store activation powered by Tokinomo’s Shelfobot technology. By combining motion sensors, UV lighting, and localized voice-overs, the campaign created an immersive shopper experience that brought the brand’s playful identity to life. Launched in partnership with Outpromo and Creative Display, the campaign ran in 40 supermarkets, reached over 102,000 people, and earned a Silver POPAI Award for its innovation and engagement.
What happened in Retail tech?
Gamification and loyalty. Icelandic grocer Samkaup has boosted customer loyalty and in-store traffic by adding gamified experiences like spin-to-win to its app, offering loyalty members the chance to win free products. Since launching the games, the company has seen tens of thousands of plays, with participating users spending about 90% more than non-players. The initiative has also created a new revenue stream through brand partnerships and helped Samkaup grow its loyalty program to around 100,000 members, about a quarter of Iceland’s population.
AI in supply chain. A recent report predicts that AI in supply chain management will grow by 30% annually over the next five years, driven by its ability to boost efficiency and deliver significant revenue gains, up to 61% more for companies heavily investing in it. However, the true power of AI lies in augmenting human expertise, not replacing it, especially when it comes to solving challenges like poor data integration. By starting with focused, strategic applications and building trust through real-world results, supply chain organizations can harness AI to enhance performance, streamline operations, and create more resilient, human-centered systems.
What experts say…
AI product reviews. Amazon is testing a new "Hear the highlights" feature that uses generative AI to create short-form audio summaries of product details, reviews, and web content, making shopping more convenient for multitasking customers. Initially available to a subset of U.S. users on select, high-consideration products, the feature is part of Amazon’s broader push to integrate AI across its shopping experience. It complements other AI tools like the Rufus shopping assistant and could eventually tie into Alexa+, Amazon’s upgraded voice assistant powered by generative AI. Here’s what Lisa Goller mentioned in a RetailWire discussion:
Want to add generative AI to your website or build your own custom chatbot—but feeling overwhelmed by complex integrations, ongoing maintenance, or high costs? Check out Chatimoto for budget-friendly, tailored solutions that make it easy to get started.
Customer centricity. At FUTR Europe, retail leaders emphasized that true customer-centricity goes beyond buzzwords—it requires using data to understand and empathize with consumers at every touchpoint. Speakers from Pinterest, THIS, and Treasure Data shared how inspiration-driven experiences, continuous consumer feedback, and unified data systems powered by AI can help brands connect emotionally while forecasting trends and driving innovation. The session underscored that authenticity, purposeful data use, and deep listening are critical to building loyalty and staying relevant in 2025 and beyond. Here’s what Neil Saunders stated in a RetailWire discussion:
Statistic of the week
More than 88% of surveyed U.S. consumers purchase from brands that align with their values.
A new Givsly survey shows that U.S. consumers are increasingly prioritizing brand values in their purchasing decisions, with 88% buying from brands that align with their beliefs and 84% recommending those brands to others. Younger and multicultural consumers, especially Gen Z, are even more values-driven, with many willing to pay more and show greater loyalty to brands that reflect their principles. The study also finds that most consumers want brands to communicate their values in product ads, not just cause marketing, with top concerns including animal welfare, mental health, and food insecurity.
In other news
Changing shopping habits. A new Zappi survey reveals that 91% of U.S. consumers are already adjusting their spending in anticipation of tariff-driven price hikes, with many cooking at home more, cutting back on non-essentials, and switching to generic brands. While most are aware of tariffs, few understand their full impact, and even modest price increases of 5–10% could significantly shift buying behavior, especially in categories like snacks, fast food, and cosmetics. Although quality remains the top priority for shoppers, only a minority are willing to pay significantly more for products labeled “Made in America.”
In-store marketing innovation. Pingo Doce has partnered with Tokinomo to introduce Shelfobot, an interactive in-store marketing solution, across select stores in Portugal. Using motion, light, and sound, Shelfobot transforms product displays into dynamic experiences, helping brands capture shopper attention and boost engagement at the shelf. This initiative supports Pingo Doce’s focus on innovation and enhancing the customer shopping journey.
