In the first of a series of regular columns, Andrew Goodacre, CEO of the British Independent Retailers Association (Bira), talks this month about how AI can help any business, including those within the furniture sector, compete more effectively in an increasingly digital marketplace …
The retail landscape has transformed dramatically over recent years. Online competition intensifies daily, customer expectations evolve constantly, and operating costs continue rising. Yet amidst these challenges, a powerful opportunity has emerged that levels the playing field between independent businesses and major chains – accessible artificial intelligence (AI).
When retailers hear ‘AI’, many assume it's complex technology requiring substantial investment and technical expertise. This misconception could prove costly. AI tools are now remarkably accessible, often free or low-cost, and designed for non-technical users. The question isn't whether your business can afford AI – it's whether you can afford to ignore it whilst competitors and customers embrace it.
In a recent episode of Bira's High Street Matters podcast, I explored this topic with Melissa Minkow, global director of retail strategy and insights at technology transformation specialist CI&T, and Thomas Akintan, co-founder of AI training provider Avalon Insights. Their insights revealed just how significant this opportunity has become.
Recent research from CI&T surveying 2,000 UK consumers reveals a striking reality – 61% have used AI tools when shopping, with 53% doing so often or very often. Yet 68% cannot name a single retailer delivering a memorable AI experience. This gap represents significant opportunity.
Consider what furniture customers actually want. They're researching room layouts, comparing styles, seeking inspiration, and making substantial purchasing decisions. These activities increasingly involve AI tools. Customers might ask ChatGPT for sofa recommendations based on room dimensions, use AI image tools to visualise colour schemes, or seek advice on materials and durability. If your business isn't visible in these AI-powered searches, you're missing potential customers.
The practical applications are numerous and immediately actionable. Product descriptions often consume considerable time – AI can draft compelling copy highlighting features, materials, and styling suggestions in minutes. Social media content creation becomes manageable when AI helps generate post ideas, captions, and even visual concepts. Customer service responses to common enquiries about delivery times, care instructions or product specifications can be templated and personalised efficiently using AI assistants.
Email marketing, crucial for promoting seasonal sales or new collections, becomes less burdensome. AI can suggest subject lines, draft promotional copy, and even recommend optimal sending times based on customer behaviour patterns. For businesses managing inventory across multiple product lines, AI tools can analyse sales data to identify trends, predict demand and inform buying decisions.
The beauty of AI lies in augmentation rather than replacement. As Thomas emphasised in our discussion: "Start small, test the use case, make sure your customers are happy with it, make sure your internal employees are happy with it, and make sure it works before you roll it out." This technology doesn't eliminate the expertise that distinguishes independent businesses – it enhances it.
Your staff's knowledge about construction quality, material characteristics and design trends remains invaluable. AI simply frees them from time-consuming administrative tasks, allowing more focus on what truly matters – helping customers make confident purchasing decisions about significant home investments.
Cost concerns are understandable, but AI tools span remarkable affordability ranges. Free versions of ChatGPT, Claude and Jasper offer substantial capabilities. Paid subscriptions typically cost £10-30 monthly – less than a single hour of staff time – yet can save multiple hours weekly.
Trust matters enormously when customers make considered purchases. The CI&T research found 83% of consumers say data breaches impact shopping decisions, with data privacy being the top concern about AI. Independent businesses can turn this into a competitive advantage by being transparent about AI use whilst maintaining personal customer relationships that larger competitors cannot replicate.
My advice is straightforward – start small and be brave. If you haven't explored ChatGPT, Claude or Jasper, visit them this week. Experiment with writing a product description or social media post. You'll likely find it surprisingly intuitive.
The businesses who thrive will be those brave enough to explore accessible technology that amplifies their existing strengths. AI isn't replacing the expertise, personal service and design knowledge that independent businesses offer – it's freeing you to deliver more of what customers value most.
