In collaboration with Google, Salling Group has launched a project in agent-based retailing. The Danish retail group plans to use Google’s AI assistant, Gemini, to help online customers of its BK, Bilka and Salling retail chains select suitable products. The group aims to be the first Danish retailer to proactively utilise this new technology.
AI agents will play a crucial role in search and selection of products in the future. Even today, consumers are increasingly turning to AI tools when seeking the right solution for their needs. This promises to deliver results more quickly and easily than clicking through multiple websites with their browser. That is why retail companies are increasingly beginning to test the technology. Most recently, Dutch supermarket operator Jumbo launched a pilot project using agent-based AI. The Retail Optimiser reported.
Salling Group plans to integrate Gemini into the online shops of its retail banners BR, Salling and Bilka in such a way that, instead of scrolling through the product range, customers can start a conversation with the AI assistant. The assistant will then present ideas and product suggestions. Purchase and payment of goods are also to be completed later within the same dialogue. Anders Hagh, CEO of Salling Group, aims to make shopping easier and better for customers in this way. He sees the project with Google as an opportunity for the company to take on a pioneering role.
Shortening the customer journey from inspiration to checkout
Gemini agents are designed to act in a personalised manner based on context and the customer’s known preferences, understand user queries and suggest suitable items. This involves ranking available products based on personal information. They will then manage the customer’s shopping basket and help completing the checkout process.
To ensure that responses and actions are based on up-to-date information, the solution must access Salling’s product catalogue as well as stock and customer data. To this end, the technology company is providing an integration platform via Google Cloud and supporting the retailer for set-up and operation. The solution promises customers a simpler product search using natural language and relevant suggestions via chat. The retailer expects faster purchase completions by directly linking recommendations to the shopping basket and checkout.
The group is rolling out the solution in stages
The company plans to integrate Gemini first at its BR toy retail division. There, the solution is set to go live this autumn. In the initial phase, customers will not yet be able to complete their purchase directly within the chat. They will instead be redirected via a link to the online shop, where they can finalise their purchase, using the existing payment solution. In the long term, the project partners aim to integrate a payment service provider and incorporate checkout and payment directly into Gemini.
In further stages, the group plans to roll out the solution to Salling department stores and Bilka supermarkets in Denmark as well. The company has not yet announced a timetable for the further roll-out.
