超越零售：AI时代的零售重塑-毕马威

Beyond

RetailintheAgeofAI

KPMG.MaketheDifference./cnOctober2025

Contents

01

06

3

4

5

8

13

20

26

31

34

43

Foreword

Chapter3:MeetingConsumer

DemandsforTransparencyandAction

02

07

Aboutthestudy

Chapter4:HongKong’sChangingRetailLandscape

03

08

ExecutiveSummary

Chapter1:NavigatingRegionalPreferencesandAIIntegration

Chapter2:OvercomingBarrierstoAIAdoptioninRetail

Chapter5:ReinventingHongKong’sShoppingExperience

09

10

04

05

KeyConsiderationsonAIJourney

BeyondRetailintheAgeAI

©2025KPMG,aHongKongSARpartnershipandamemberKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedguaranteeAllrreserved

TheFutureisAgent-Centric

RetailintheAgeofAI

Beyond

3

©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Foreword

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

Foreword

Inthedynamiclandscapeofretail,artificialintelligence(AI)isemergingasa

transformativeforce,revolutionisinghowbusinessesoperateandinteractwiththeircustomers.Fromchatbotsthatofferpersonalisedrecommendationstoadvanced

inventorymanagementsystemsthatoptimisestocklevels,AIisenablingretailerstoenhanceefficiencyanddelivertailoredexperiences.Theseinnovationsarenotmerelyincrementalimprovements;theyareredefiningtheveryfabricoftheretail

ecosystem,influencingsupplychainmanagement,customersegmentation,andmarketingstrategies.

ExaminingtheroleofAIinretailrevealsthatitsimpactextendswellbeyond

operationalefficiencies.AIempowersconsumerstomakeinformeddecisions,findbetterdeals,andaligntheirpurchaseswithpersonalvalues.Thisshiftplaces

unprecedentedpressureonretailerstodeliverseamless,personalisedinteractionsacrossbothdigitalandphysicalplatforms,creatingahigh-stakesenvironmentwherecustomerloyaltycanbewonorlostinmoments.

TogaindeeperinsightsintohowAIisbeingleveragedintheretailsector,we

conductedinterviewswithleadingretailersinHongKongSAR(HongKong).TheseinterviewsprovideafirsthandaccountofhowretailersarecurrentlyutilisingAI,thechallengestheyencounter,andtheirstrategicplansforthefuture.

Inourconsumersurvey,wefoundthattheregionaldifferencesinAIadoption

betweenHongKongandtheGBAconsumersareparticularlynoteworthy.WhileGBAconsumersexhibithigherconfidenceinAItoolsandaremoreexposedtoAI-driven

shoppingexperiences,HongKongconsumerstendtobemorereserved,underscoringtheimportanceoftailoringAIstrategiestolocalconsumerbehavioursand

preferences.

AsAIcontinuestodisrupttheretailindustry,itisnotmerelyatoolforefficiencybutacatalystfortransformation.RetailersmustadoptastrategicAIroadmaptonavigatethecomplexitiesofscalingAIeffectively,addressingchallenges,andunlockingnewgrowthopportunities.AItransformation,likedigitaltransformationbeforeit,isaboutgettingpreparedforafuturethatwillincludeit–beingabletointegratewithsystemsandapplicationsthatwillleverageit.

ThisreportprovidesacomprehensiveanalysisofthetrendsandpatternsshapingtheretailsectorinHongKongandtheGBA,offeringactionableinsightstohelpretailersadapt,innovate,andthriveinanincreasinglyAI-drivenworld.Thejourneytowardsaseamless,hyper-personalisedretailecosystemisnotautomatic,itrequiresvision,

strategy,andcollaboration.Areyoureadytoleadtheway?

AnnaLin

ChiefExecutiveGS1HongKong

AliceYip

HeadofConsumer&RetailHKKPMGChina

RetailintheAgeofAI

Beyond

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©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

Aboutthestudy

YouGovconductedacomprehensivesurveyonattitudesandpreferencestowards

emergingretailandretailtechnologytrends,withaparticularfocusontheintegrationofAIintheretailsector.

ThesurveywascarriedoutacrossHongKongandtheGBA**,capturingresponses

fromadiverserangeofparticipantsacrossallagegroups,incomelevels,and

demographics.ConductedinAugust2025,thestudypolledover1,500participantsandaimstoprovideinsightsintohowconsumersperceiveandinteractwithAI-drivenretailinnovations,aswellashowthesetechnologiesarereshapingtheindustrylandscape.

Toensurethesamplewasrepresentativeofthebroaderpopulation,weightingwas

appliedtobasicdemographics,includingmaritalstatus,employmentstatus,and

incomelevels.Thisapproachenabledabalancedrepresentationofthetargetmarkets,allowingmeaningfulcomparisonsandgeneralisations.Thedatapresentedinthereportreflectsroundedpercentagestothenearestwholenumber,ensuringclarityandeaseofinterpretation.

Inadditiontotheconsumersurvey,theresearchteaminterviewedseniorC-suite-levelexecutivesfromleadingretailers,andAIinnovators.Theseinterviews,conductedin

personorviavideocalls,providedvaluableinsightsintothechallengesand

opportunitiesposedbyAIinretail.Theirinput,combinedwiththeconsumersurveyresults,offersaholisticviewofthecurrentstateandfuturetrajectoryofAIinretailacrossHongKongandtheGBA.

**Guangzhou,Shenzhen,Zhuhai,Foshan,Jiangmen,Zhaoqing,Huizhou,DongguanandZhong

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

Aboutthestudy

KeyConsiderationsonAIJourney

ExecutiveSummary

Forward

TheFutureisAgent-centric

Executivesummary

AIandtheHumanTouch:BalancingFunctionalityandEmotion

RedefiningRetail:TheShiftfromTransactionaltoExperientialRetail

Theretaillandscapeisevolvingfromatransactionalmodeltoanexperientialone,drivenbychangingconsumerpreferences.GBAandHongKong

consumersaregenerallysatisfiedwithAI-poweredexperientialshopping

experiences,62%ofHongKongconsumersaresatisfiedwiththegamificationofshopping,whereas70%ofthemappreciateinteractiveproductdisplays,

bothofwhichofferimmersiveshoppingexperiencestoconsumers.

Thisshiftisevidentinthedeclineoflivestreamingandsocialcommerce,

whichwereprominentin2024buthavelostmomentumin2025.Thiswaninginterestreflectsagrowingpreferenceformoreimmersiveandinteractive

shoppingexperiencesratherthanquick,impersonaltransactionsassociatedwithdigitalplatforms.

Consumptionlevelsareonthedecline,asconsumersentimentindicatesa

growingbeliefthattheynolongerfeeltheneedtoacquiremorematerial

possessions.Thisshiftinmindsetisresultinginapreferenceforexperiencesovertangiblegoods.Furthermore,consumersarebecomingincreasingly

discerningintheirspendinghabits,seekingtoensurethattheirpurchasesalignwiththeirvaluesandpriorities.

Inthecontextofretail,theintegrationofAIandthehumantouchplaysacrucialroleinmeetingbothfunctionalandemotionalconsumerneeds.WhileAI

enhancesconvenienceandefficiency,suchasthroughtoolslikephotosearchandfacial-recognitioncheckout,itfallsshortinaddressingtheemotional

aspectsofshopping.

RetailersareincreasinglyrequiredtointegrateahumantouchintotheirAI

applications,ThisneedisunderscoredbytherelativelylowleveloftrustinAI

amongHongKongconsumers(28%),whichissignificantlylowerthaninthe

GreaterBayArea(GBA),wheretruststandsat59%.Furthermore,only39%ofHongKongconsumersexpresssatisfactionwithchatbotexperiences,

emphasizingtheimportanceofblendingAIwithhumaninteraction.However,

theissueliesnotjustinlowtrustbutalsoinlowsatisfaction—consumers

expectaseamlessandhigh-qualityexperience,whichcurrentAIsolutionsoftenfailtodeliver.

Thevalueoffriendlyandknowledgeablestaffcannotbeoverstated.Theyplayacrucialroleinbuildingrelationshipswithcustomers,creatinganemotional

connectionthatAIalonecannotreplicate.BycombiningtheefficiencyofAIwiththeempathyofhumaninteraction,retailerscanbettermeetcustomerexpectationsandbuildlong-termloyalty.

RetailintheAgeofAI

Beyond

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©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

.

.ooo..o

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

Executivesummary

SustainabilityinCustomerChoices:ESG,CircularEconomy,andRepurposing

ConsumersinbothregionscontinuetodemandthatretailersprioritizeESGprinciplesthroughsustainablepractices,includingtransparency,accessibilitytodetailedproductinformation,responsiblesourcing,andfairlaborpractices.Overtheyears,consumerbehaviortoward

sustainabilityhasundergonesignificantchanges.In2022,amajorityofconsumersintheGreaterBayArea(81%)andHongKong(69%)

expressedadesiretoberewardedformakingsustainablepurchases.

RecentsurveyfindingsrevealastrongcommitmenttoenvironmentalresponsibilityamongGBAconsumers,with42%ofGBAconsumers

and33%ofHongKongconsumerswillingtopayupto10%moreforsustainableproducts.Whiletheymaybebuyingless,theirspendingisbecomingmoreintentionalandpurpose-driven.Abrand’sassociationwithsustainabilityreflectsthevaluesofitsconsumers,who

increasinglyprioritizecompaniesthatalignwiththeircommitmenttoenvironmentalandsocialresponsibility.

Tomeettheseevolvingexpectations,innovativestrategiessuchas

repurposingmaterials,developingnewsustainablematerials,and

embracingthecirculareconomymodelarebecomingcentraltothe

transformationofretailandconsumerindustries.Theseeffortsnotonlyaddressconsumerdemandsbutalsocontributetoamoresustainablefuture.

HealthisWealth:Health-FocusedSpendingNowDominates

Drivenbyincreasinghealthawarenessandanagingpopulation,

consumersinbothregionsareplacinggreateremphasisonhealth-

focusedshopping.Additionally,theinfluenceofsocialmediaideals

promotingfitandhealthylifestylesfurtherfuelsthistrend.Thisdigitalinfluence,combinedwiththenaturalprogressionofanagingpopulationseekingwaystomaintainvitality,createsacompellingmarketfor

health-focusedretailofferings.

IntheGreaterBayArea(GBA),consumersareparticularlyinclinedto

investinhealthandwellnessproducts,with42%willingtospendmoreonsuchitems.Meanwhile,inHongKong,whileconsumerstendtobemoreprice-conscious,25%stillanticipateincreasedspendingon

wellnessproducts,evenamideconomicconsiderations.

Regardlessoftheproductsorservicestheyoffer,retailersmust

consistentlyalignwiththevaluesofhealthandwellness.Thiscanbeachievedthroughvariousstrategies,suchasprovidingeducational

resources,emphasizingthewell-beingbenefitsoftheirofferings,andcollaboratingwithhealthexpertsandinfluencers.Bydoingso,retailerscanbetterconnectwithhealth-consciousconsumersandfoster

strongerrelationshipswiththeirtargetaudience.

RetailintheAgeofAI

Beyond

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©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

Ataglance

ConcernsontheuseofAI–Lackofhumaninteraction

HK50%34%GBA

Retailersareincreasinglyrequiredtoincorporateahumantouchinto

theirAIapplications,asHongKongconsumershasrecordedhigher

percentagefromlastyear

BothHKandGBAconsumersaremostenthusiasticabouttechnologiesthatoffer

convenience,efficiency,andpersonalisation.

+17%

Self-checkoutSmartvendingmachinesor

unmannedstores

Personalisedproductrecommendations

vsGBAconsumers

●

60%

●

●

51%

●

49%

+5%+13%

HKconsumers:Morecostconsciousoverthenext12monthsattributedbyuncertaintyintheeconomy

HK

GBA

Groceriesand

householdessentials

Healthandwellnessproducts

Overseastravel

Premiumforsustainableproducts/servicesbyHKconsumers

Premiumforsustainableproducts/servicesbyGBAconsumers

No

Yes,within10%

Yes,10-20%moreYes,morethan20%

42%

37%

25%

29%

27%

27%

52%

33%

CAKE

12%

3%

k

27%

42%

8%

23%

CAKE

milk

Netspendmore

BeyondRetailintheAgeofAI

©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

RetailintheAgeofAI

Beyond

7

©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

RetailintheAgeofAI

Beyond

8

©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

HongKongshoppersprioritisesavings,GBAconsumersvalueflexibilityandtrust

ConsumerpreferencesinHongKongandtheGBAdiffersignificantly,shapinghowbusinessesmustapproacheachmarketandunderscoringtheneedfortailoredretailstrategies.

HongKongconsumersplaceastrongemphasisoncompetitivepricing,promotions,anddiscountswhenmakingpurchasingdecisions.Thispreferenceislikelyinfluencedbythehighcostoflivingintheregion,withHongKongconsistentlyrankingasoneofthemostexpensivecitiesglobally.

Additionally,trustworthinessandsecurepaymentoptionsarehighlyvaluedastheregionhasseenasignificantincreaseinonlinescamssince2020,reflectingtheimportance

ofreliabilityandsafetyintransactions,particularlyinthegrowingdigitalmarket.

GBAconsumersprioritisepaymentoptionsandtrust,asdoHongKongconsumers,buthavealsoselectedproductvariety,andcustomerfeedbackastheirpreferenceswhendoingtheirshopping.Theyvalueawiderangeofproductsandrelyoncustomer

reviews,indicatingthesignificanceofsocialproofintheirdecision-makingprocess.

Understandingconsumerpreferencesis

crucialforbusinessestotailortheirstrategieseffectively.InHongKong,theimportance

givenbyconsumerstocompetitivepricingandpromotionsdemonstratesaneedfor

retailerstotailortheirpricingstrategyto

consumers’priceexpectationsorrisklosingsalestocompetitorswithmoreaggressivepricingpoliciesortoGBA-basedretailers,asanincreasingshareofHongKongresidentsshopintheMainland.

Meanwhile,intheGBA,retailersshouldfocusongainingtheconsumers’trust

throughorganicconsumerreviewswhiledevelopingtheirproductofferingand

customerexperiencetoretainsales.

ConsumerpreferencesinHongKongandtheGBAdiffer

significantly,shapinghow

businessesmustapproacheachmarketandunderscoringthe

needfortailoredretailstrategies.

AnsonBailey

HeadofConsumer&RetailASPAC

KPMGChina

HongKongconsumerpreferences

●

59%

●

●

58%

●

GBAconsumerpreferences

●

54%

●

●

38%

●

Istrustworthyandcredible

Offersloyalty/rewards

●

49%

●

Provides

competitivepricing

Providessecurepaymentoptions

Providesreturns,

refundsand

exchangeoptions

●

48%

●

Istrustworthyandcredible

●

48%

●

Offerswide

varietyof

products

46%

Hasreliable

customerreviews

andfeedback

/discountsprogrammes

70%

61%

RetailintheAgeofAI

Beyond

9

©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

Aboutthestudy

ExecutiveSummary

Chapter1

Chapter2

Chapter3

Chapter4

Chapter5

KeyConsiderationsonAIJourney

TheFutureisAgent-centric

Shiftingfromtransactionaltoexperientialretail

Inresponsetothesechangingexpectations,brandsarereimaginingtheirphysical

spacestofostergenuineconnectionswithcustomers.Retailersareintroducing

innovativeexperientialelementssuchasin-storecafes,dedicatedexperiencezones,interactiveworkshops,relaxationlounges,campingsites,andexerciseareas.Theseadditionstransformstoresintodestinationswherecustomerscansocialize,learn,andunwind,therebystrengtheningbrandloyaltyandcreatinglastingimpressions.

ConsumersintheGBAandHongKongareincreasinglyvaluingadvancedAIfeatureslikephotosearchandfacialrecognition,whichhavebecomeseamlesslyintegratedintotheirdailyroutines.Thesetechnologiesarenotjustconvenient;theyarenowessentialto

howconsumersinteractwithbrandsandproducts.

Theretailindustryisundergoingasignificanttransformation,movingfromapurely

transactionalapproachtoonethatemphasizesexperientialengagement.Thisshiftis

CustomersatisfactionwithAItechnology

drivenbyconsumers’desireformoremeaningfulandmemorableshoppingexperiences.

80%

Usephotosearchforproducts

Interactiveproductdisplays(e.g.AR/VR

styling)

Checkoutusingfacialrecognition

71%

IntheGBAandHongKong,shoppersarehighlysatisfiedwithAI-poweredexperientialretail.Specifically,62%ofHongKongconsumersenjoygamifiedshoppingexperiences,while70%ofGBAconsumersvalueinteractiveproductdisplays.Thesefeaturescreateimmersiveenvironmentsthatencourageexploration,play,andpersonalconnections.

66%

67%

Thereisanoticeabledeclineinthepopularityoflivestreamingandsocialmediacommerce,indicatingashiftawayfromquick,impersonaldigitaltransactions.

71%

Consumersarenowseekingdeeperengagementandricherinteractions,favoringretailexperiencesthatareinteractive,personalized,andemotionallyresonant.

62%58%

Gamificationof

shopping

Consumerstodayexpectseamless,omnichannelexperiences,

andAIisthebackboneofmakingthispossible

AnnaLin

64%

Personalisedrecommendations

39%

51%

Chatbot

ChiefExecutive,GS1HongKong

HKGBA

RetailintheAgeofAI

Beyond

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©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

Forward

Chapter2

Chapter3

Chapter4

Chapter1

ExecutiveSummary

Aboutthestudy

BalancingAIandthehumantouch

Chapter5

KeyConsiderationsonAIJourney

lTheFutureisAgent-centric

ConsumersatisfactionwithAIimplementationsinretailvaries

significantlyacrossregions,revealingdistinctpreferencesandpainpointsthatretailersmustaddresstoenhancecustomerexperiencesandremaincompetitive.InHongKong,chatbotshave

underperformed,withonly39%ofconsumersexpressingsatisfaction,indicatinganeedforimprovementinthisarea.

ChatbotsalsounderperformintheGBA,albeitslightlylesssothaninHongKong,withasatisfactionrateof51%.

Thesefiguresreflectcommonfrustrationswithtraditionalchatbots,whichoftenstruggletounderstandnuancedqueries,provide

relevantrecommendations,orresolvecomplexissueswithout

humanintervention.Manyusersfindchatbotsimpersonal,rigid,andunabletohandleunexpectedrequests,leadingtodissatisfactionandapreferenceforhumansupport.

AIagentsofferapromisingsolutiontothesechallenges.

Unlikerule-basedchatbots,AIagentscaninterpretcontext,learnfrominteractions,andproactivelyassistusersin

achievingtheirgoals.Forexample,anAIagentinretailcanguidecustomersthroughproductdiscovery,offer

personalisedrecommendations,andevenhandleafter-salessupport,allwhileadaptingtoindividualpreferencesand

behaviours.Thislevelofautonomyandadaptabilityhelpsaddressthelimitationsofconventionalchatbots,makinginteractionsmorenatural,efficient,andsatisfying.

However,asretailersintegratemoreadvancedAIsolutions,itiscrucialtomaintaintherightbalancebetween

automationandthehumantouch.WhileAIagentscan

streamlineprocessesandenhancepersonalisation,some

HowsatisfiedareyouwithAI-powered

featuresduringshopping?

situations—suchashandlingsensitivecomplaints,providingemotionalsupport,orresolvingcomplexissues—stillrequireempathyandjudgementthatonlyhumanstaffcanprovide.RetailersshoulddesigntheirAIsystemstoseamlessly

Chatbot

escalateinteractionstohumanwhenneeded,ensuringthattechnologyenhancesratherthanreplacesthehuman

39%

23%

37%

HK

GBA

experience.

51%

29%

20%

BycombiningAIagentswiththoughtfulhumanintervention,retailersinHongKongandtheGBAcancreatecustomer

wSatisfiedwNeutralDissatisfied

journeysthatarebothefficientandemotionallyresonant,ultimatelydrivinghighersatisfactionandloyalty.

Allrightsreserved.

Chapter3

Chapter2

Chapter4

Chapter5

Aboutthestudy

Chapter1

ExecutiveSummary

KeyConsiderationsonAIJourney

Forward

TheFutureisAgent-centric

DFI’sstrategicapproachtotransformationandsustainability

LakshmiMurthy

HeadofBusinessTransformationatDFI

LitPingLow

GroupSustainabilityDirectoratDFI

StijnCasneuf

DirectorforDataandAIAutomationatDFI

Data-DrivenOperationsandSystemIntegration

Akeyenablerofthesesolutionsisastrategicoverhaulofdatamanagement.DFI’sexperiencehighlightstheimportanceoftreatingdataasastrategicasset,notjustaby-productofoperations.Recentprogrammeshavefocusedonconsolidatinglegacysystems,improvingdataquality,andestablishingrobustgovernanceframeworks.

“Gettingthefoundationsrightisessential,”saysCasneuf.“It’snotaboutchasingeveryshinynewtool,butaboutintegratingnewsolutionswithexistingsystemstocreateaseamless,efficientoperation.”

Examplesincludetherolloutofelectronicshelflabels,whichautomatepriceupdatesandreducemanualerrors,andtheimplementationofintelligenttransport

managementsystemsthatoptimisedeliveryroutesandreduceemissions.In

warehouses,“goodstoman”automationbringsproductsdirectlytostaff,improvingpickingefficiencyandaccuracy.

HongKong’sretailsectorisundergoingrapidchange,drivenbyshiftingconsumerexpectations,costpressures,andtheneedforoperationalefficiency.DFIRetail

Group,amulti-categoryretailerspanningsupermarkets,conveniencestores,healthandbeautychains,andIKEAfranchises,demonstrateshowatargeted,strategic

approachtotechnologyandAIcanhelpretailersnavigatethesechallengesandunlocknewopportunities.

TargetedAIIntegrationforReal-WorldImpact

Ratherthanadoptingtechnologyfortechnology’ssake,DFI’sapproachcentresontargetedAIsolutionsthatdelivermeasurablevalue.AsStijnCasneuf,DirectorforDataandAIAutomation,explains,“WelinkAIinitiativestoourcorepriorities—

customerexperience,teammemberenablement,andoperationalefficiency.Everyusecaseisvalidatedforbusinessvalue,technicalfeasibility,andfinancial

sustainability.”

Thismeansfocusingonsolutionsthataugmentstaffproductivity,streamline

communications,andautomateroutinetasks.Forexample,AI-powered“co-pilot”toolshelpteammembersdraftcommunicationsandmanageworkflows,while

machinelearningmodelsoptimiseinventoryandpricingdecisions.Theemphasisisondeployingminimumviableproductsthatareproduction-ready,ensuringthat

technologyinvestmentstranslateintotangibleimprovements.

RetailintheAgeofAI

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©2025KPMG,aHongKongSARpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee

Chapter2

Chapter3

Chapter4

Chapter5

Aboutthestudy

Chapter1

ExecutiveSummary

KeyConsiderationsonAIJourney

Forward

TheFutureisAgent-centric

DFI’sstrategicapproachtotransformationandsustainability

LakshmiMurthy

HeadofBusinessTr