Food

Series: The Future of Food 2030 (2) -Food personalization brought about by Data Driven- | DATA INSIGHT

So far, we have introduced the recent trends of major food manufacturing companies and start-ups.
From here, I would like to broaden my horizons from food and take a bird’s-eye view of the concept of personalization.
The transition of personalization from the 2000s to the future 2030 is organized into three frameworks, “Personalization 1.0” to “Personalization 3.0”.

Figure 3: Transition of personalization

Figure 3: Transition of personalization

In the latter half of the 2000s, the so-called SMAC (social, smartphone, big data analysis, cloud) technology evolution triggered the start of “Personalization 1.0,” which builds contact points with consumers and develops services for individuals. Here, small-mass efforts have been made to personalize advertisements based on attributes, web browsing history, etc., and to target and provide products that meet consumer needs and worries to specific persona groups.

From the latter half of the 2010s, we will move to “Personalization 2.0”, which aims to improve the customer experience by acquiring and analyzing more detailed consumer data by utilizing technologies such as AI, IoT, and Wearable at the customer contact points that we have built. It has been migrated.
As mentioned in the previous chapter on corporate trends, it is expected that this initiative will continue to progress rapidly in the future. In order to further improve the understanding of consumers and the accuracy of personalization, it is necessary to grasp the whole life situation of consumers beyond a specific consumption scene such as meals.

On the other hand, it will be limited to grasp the whole life situation of consumers by each company alone. Consumers are also expected to become more reluctant to use personalization services, such as the complexity of registering for services of multiple companies and the risk of inappropriate data use due to providing data to various companies. ..

To resolve such issues, we will integrate and utilize consumer data across industries in order to capture the entire daily life of consumers by 2030 in the future, and provide a one-stop, integrated service. We believe that we will enter the era of “Personalization 3.0”.

Figure 4: Personalization 3.0 concept

Figure 4: Personalization 3.0 concept

Personalization3.0 requires the concept of “Human Digital Twin”. This means improving the real customer experience based on the results of continuously and comprehensively collecting and integrating consumer data, making virtual copies of consumers, and simulating behavior change. To do.

In “Human Digital Twin”, first of all, in terms of collecting and integrating consumer data, we will integrate online and offline by utilizing technology to realize seamless and frictionless data collection and customer experience (“Frictionless OMO (Online Merges)”. with Offline) ”), and the shift from data containment within the enterprise to the concept of sharing data among multiple stakeholders (“Consumer Data Community”) is important.

In terms of improving the customer experience based on simulations, we will utilize the accumulated data to provide consumers with “anytime,” “anywhere,” and “what they need” (“On-Demand & As-you-wish”). We believe that a shift to a service model (“Integrated Services”) that combines them across industries will be important.


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