22�SEPTIEMBRE / OCTUBRE 2025�ABASTO.COM HONORING HERITAGE, EMBRACING INNOVATION: A GUIDE FOR HISPANIC GROCERS IN A CHANGING MARKET BUENOS NEGOCIOS Article Courtesy of Shekar Raman A t the heart of every successful His- panic grocer lies a rich tradition, a deep understanding of commu- nity and customers that no technology can replace. But in today’s fast-changing retail world, disruption is inevitable. How do you honor that tradition while keeping pace with shifting shopper ex- pectations and competition? In this Q&A, we explore how Hispa- nic grocers can stay true to their roots while stepping up their game with smart technology. Q: Why does tradition still matter in today’s tech-driven retail world? A: Tradition is your foundation. Te- chnology isn’t here to replace that; it’s here to amplify it. When your deep shopper knowledge meets smart data tools, you create meaningful ex- periences that keep customers loyal and coming back. Tink of a shopper who feels valued because your store understands her family’s preferences and ofers relevant deals at the right time. Tradition brings her through the door; technology keeps her coming back consistently. Q: What’s the frst step toward smar- ter shopper engagement? A: Unifying your customer data. Whe- ther from loyalty programs, POS, or online activity, having all your data in one place is essential. But unifcation alone isn’t enough, you need to activa- te that data with AI and machine lear- ning to generate actionable insights. Q: What does “activating data” mean? A: Activating data means turning unifed customer info into actionable audiences for personalized marketing. Tis is done through Adaptive Custo- mer Intelligence, a continuous, AI-dri- ven process that learns from shopper behavior and preferences to deliver timely, relevant experiences without losing the personal touch. AI and ma- chine learning create precise shopper segments based on behavior and pre- ferences. Te platform then simplifes building, launching, and managing Q: What should grocers do next? A: Assess your current data and au- tomation capabilities. Find partners who understand Hispanic grocers and ofer scalable solutions tailored to your needs. Combining tradition with smart technology isn’t just smart, it’s essential for growth. Your tradition and community con- nection are your greatest strengths. Te key is to disrupt with intention, using Adaptive Customer Intelligen- ce to enhance your legacy rather than replace it. Birdzi empowers Hispa- nic grocers to harness these insights and automation to deepen loyalty, streamline operations, and unlock new revenue. Partner with the right platform to lead the disruption and shape your future. hyper-personalized campaigns across channels, helping you reach the right shopper at the right time without complexity. Q: How does this help merchandising? A: AI-driven insights give merchan- dising teams clearer views of shopper preferences, enabling them to plan promotions and displays that resonate. When merchandising and marketing share these insights, promotions align perfectly with campaigns, creating a seamless experience for shoppers. Q: How do these tools support brand partnerships? A: By delivering precise audience tar- geting and transparent campaign mea- surement, grocers provide CPG brands with clear insights on performance. Tis strengthens partnerships and unlocks Retail Media Network revenue, creating new growth opportunities.