AI and real-time data help online retail predict demand and prevent inventory breakdown

Summer consistently changes the consumption habits of users of fast shopping apps. At Daki, these changes are identified from continuous analysis of browsing, sales and recurrence data, allowing the company to map behavior patterns and adapt its operation to seasonal demands.

According to internal data of the platform, during the summer months, categories related to beverages and immediate consumption register significant growth in sales volume compared to the previous months. Ready-to-drink products (ready-to-drink), for example, have a high of 92%, while items related to the preparation of beverages grow about 55.7%. The category of ice and accessories also advances 45.3%, following the increase in beverage consumption on social occasions typical of the season.

Other categories also gain relevance in the period. Ice cream and acai registered growth of 42.2%, seafood advance 42.9% and spirits increase 38.3% in sales volume. Beverages such as water, juices and soft drinks also show growth, reinforcing the preference for items associated with hydration and immediate consumption on warmer days.

The analysis also points to changes in the composition of orders. Beverages and fresh items start to occupy more space in the cart during the summer. Categories such as soft drinks, fruits, juices and soft drinks, vegetables and water expand their presence in orders placed on the platform, composing what the company identifies as the “summer shopping cart”.

Another movement observed is the expansion of the presence of functional beverages, which also have greater participation in orders during the period. The behavior indicates a greater preference for fast consumer products and items associated with hydration, refreshment and practicality.

These patterns are monitored from data crosses that consider factors such as order time, location, consumption profile and purchase history. From this information, Daki adjusts assortment, supply and commercial strategies, prioritizing products with greater turnover and anticipating peaks in demand.

“In fast retail, who understands the consumer first comes out ahead. Our work with data is to transform behavior into decision, whether adjusting the assortment, prioritizing categories or reacting to changes almost in real time. In the summer, for example, the cart changes, and the retail that does not follow this movement loses relevance. Today, the challenge is not only to have the right products, but to interpret the moment of the consumer. When we understand what is happening in the cart is a trend, an occasion or a change of habit we can quickly reorganize the portfolio and better capture each peak of demand”, says Maria Victoria Ferner, commercial director of Daki. In the summer, we can quickly identify these changes of behavior in the portfolio and transform the portfolio into a change of the organization.“

According to the executive, the use of real-time data is fundamental to ensure logistics efficiency and availability of products during periods of greater demand. Among the items that receive assortment reinforcement are foods aimed at a lighter and functional routine, such as fruits, yogurts, granola, oats, peanut butter and snacks, as well as proteins and items for fast meals, such as meats, vegetables, salads and carbohydrates. Beverages and supplements associated with well-being and performance, such as protein drinks, whey protein, creatine and electrolytes, also receive greater attention in replacement.

“O summer brings an avalanche of launches, but our role is not simply to expand the offer, but to make choices that really make sense for the consumer. This curation begins before the season, with an in-depth reading of data, identification of trends and strategic decisions about what enters the assortment. In the end, preparing the customer basket requires balancing analysis and good bets, always with consistency in relation to what our brand sets out to deliver”, says Maria Victoria Ferner, commercial director of Daki.

Analytical reading of seasonal consumption is part of Daki's strategy to use data as a basis for business decisions, connecting consumer behavior, operation and business planning throughout the year.