Can indie retailers make AI work for their shops?

For Stefano Cuomo, CEO of Macknade, utilising a carefully curated blend of experience and technology is key to a successful future for fine food businesses. “As we go forward as a society that is more conscious of budget than ever before, experience is increasingly important to shoppers – especially when it comes to food and drink. This works to independent fine food retailers’ strengths, so consistency and doubling down on what you do is vital.”

As an example, at the start of each year Macknade sources incredible citrus fruit from a producer in Sicily which is unlike anything Cuomo’s customers can buy in supermarkets.

“The fruit have pips in and are incredibly intense in flavour, and we try to create an experience around them both in-store and on our digital channels.”

While customers in the shop can indulge in their aromas first-hand, the Macknade team are creative in their pursuit to sell the story of the fruit on social media. “Stories are vital when it comes to connecting people with the produce we sell, whether it comes from the UK or overseas,” says Stefano. In a digitised world, these connections are more important than ever – and increasing numbers of consumers are seeking them out.

Use tech to drive in-store sales

“Digital experiences are available all the time, but tactile, tangible experiences are a very valuable thing that people are looking for – particularly at the weekend, when they’ve had the 15 seconds of visual stimulation from social media throughout the week then want to be within the real-life space and understand it, experience it – the smells, colours, textures.”

Digital data and the likes of social media necessarily feed into the experience Macknade provides, however, whether as a mode for inspiration or a way to innovate and evolve efficiently via – for example – AI tools.

At Farmer Copley’s, says co-owner Heather Copley, digital assets will never take the place of in-person connection – as useful as they are for building the business.

“Social media has been a significant footfall driver for us,” she begins. “We combine seasonal thinking with digital trends to create limited edition products that generate excitement both on social media and in store.”

The Farmer Copley’s team has got the balance right and is skilled at turning profile visits into on-site attendance. “When something gains traction digitally, it translates directly into visits, and consequently repeat visit, as customers come to try the latest flavour or concept.”

How to use AI in fine food

While the team uses digital tools for the benefit of the business, they are aware that their customers are utilising them too – which could spell a win. “We’re aware that consumers are increasingly using AI-powered search tools to decide where to go,” says Heather. “That has pushed us to strengthen our digital presence, improve SEO and ensure we are visible and accurately represented online.

“However, while many businesses are turning to AI-generated imagery, we have consciously chosen not to. We believe customers can tell the difference. We pride ourselves on showcasing real food from a real place, created by real people. Authenticity remains more powerful than perfection.” In a busy and often distracted world, connection and education are more important than ever. 

“If independent retailers lose those pillars, they risk becoming generic,” says Heather. “And if we became generic, we would lose what makes us distinctive and ultimately why people choose to visit us.

“Quality, story and human connection are not optional extras, they are the foundation of a sustainable fine food business.”

The expert view: “Enter the AI era without sacrificing the heart of your business”

Thomas Akintan, co-founder of Avalon Insights, shares his thoughts

“Speciality Food readers should see AI as a tool to create time to do the things they want to do – whether that be being creative, connecting with their customers or growing their business.

“The right AI tools – such as ChatGPT, Gemini and Perplexity – can take care of the more mundane tasks, and people shouldn’t feel that they need to invest money into them.

“You can do 70-80% of the work you want to do using the free tools, and if and when there are specific paid-for features you’d like to utilise, that’s when you can start to spend some money. It’s important to allow plenty of time to trust AI. The more you use it for small tasks, the more you’ll trust it with more responsibilities.

“A key point is to not let AI take over the core of your business. People shop with fine food retailers because they appreciate human connection, so maintain your creativity and uniqueness and you will be able to enter the AI era without sacrificing the heart of your business.”