Consumers rely on technology for more than eight hours a day, advocating that technology is starting to evolve to an integrated part of daily life ( Ofcom, 2014). This has pushed the battle of the supermarkets to diversify their current environment. They are now offering to include technology in some way or another. This expansion appeals to the millennial market who demand app availability, smart shelf labels and checkout free stores. Amazon set the scene for “counter less” supermarkets with it’s store in Seattle. It works in a similar fashion to a London Underground system and is controlled through multiple sensors and cameras.
In the last decade, the consumer has seen advancements with self- service checkouts. However, the frustrating “unexpected items in the bagging area” has demanded more innovative technology. So, how is this demand being met by the retailers?
In App Payment Methods
The main development in store has been the use of mobile apps. Where the shopper is encouraged to download an app to pay for their items. The consumer is also able to receive information about provenance which is a super on trend at the moment.
Once, they have finished, they scan a QR code and the shopping is paid through the mobile payment system. This strategy has been adopted by Sainsbury’s, Tesco and Waitrose.
One inventor has taken this method to a whole new level with face recognition payment. The consumer will take a selfie with certified ID, verify identity through mobile phone and take a small test.
Asda has teamed up with Google to use its Home/Assistant technology. This offers its shoppers the opportunity to build their shopping basket – and order their goods – via voice and in the comfort of their own home. Analysts say it is effectively “making the online store invisible”.
Evolution of Self Service
Self-service is to assist the consumer with a quick and emotionless check out system as 37% want to avoid interaction with checkout staff. However, the process can be frustrating with “unexpected item in the bagging area”.
One inventor as created the optimum solution with radio frequency i.d. chips. This would allow all items to be brought with one weight transaction.
Almost half( 46%) of consumers are unlikely to consider using entirely checkout free supermarkets. This is mainly because the worry of technical issues impacting their shopping trip.
Coincidently, 51% of shoppers do not feel comfortable scanning and paying for their goods using a phone. This shows that retailers need to console their consumers that their data received would be used in valuable way to create the optimum store offering.
One way to boost customer motives for using technology is through product discounts.
GCL aims to give you the latest insight about all topics. Get in touch for your bespoke, flexible and responsive insight articles.