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How Smart Shopping Cart Technology is Changing the Way We Shop

December 27, 2022

Retail business owners, it’s no secret that consumers are long searching for a way to make their shopping experiences frictionless, pleasant, and efficient. And when it comes to the grocery store, and other stores of the like, this more than applies, especially when you consider how technology has been changing the way consumers shop, from online shopping to frictionless payments.

Fortunately, with the introduction of smart shopping carts, it seems technology is finally catching up with consumer demands.

But what exactly is smart shopping cart technology ?

Simply put, it is a weighing scale built into shopping carts to ease the shopping experience.

While this type of technology isn’t universal just yet, it could only be a matter of time until smart shopping cart technology is in every grocery store and other retail settings everywhere. Let’s take a closer look at this growing trend and how smart shopping cart technology is contributing to a better shopping experience for everyone.

Streamline Checkout

Shoppers have always preferred the checkout process to be as streamlined as possible. Nobody likes standing in long lines, especially when they have frozen goods or other perishable items in their cart that need to be put away as quickly as possible.

Consequently, the COVID-19 pandemic made streamlined checkout more than a luxury. Retail businesses, especially grocers, needed to make the checkout experience faster and more autonomous, cutting down on face-to-face interactions between customers and employees while also reducing the time customers wait in line and errors.

Smart cart weighing scales are helping to address all of these needs and desires from consumers, changing the way people shop for the better.

The Solution

Smart carts have become possible thanks to technology that’s often called computer vision AI. This type of artificial intelligence uses both a weighted scale and recognition technology to detect when any item is added to a shopping cart regardless of the angle at which placed in the cart. The technology can also accurately identify when multiple items are placed in the cart at the same time and when items are removed. In other words, smart carts know everything that a consumer is putting into or taking out of their cart. It doesn’t matter if it’s a packaged item or a piece of fresh produce. The scale and recognition technology can detect everything rapidly, accurately, and efficiently.

With the weight and recognition technology working together, some smart carts are capable of adding up the cost of every item in the shopping cart. Naturally, with these carts, shoppers are also able to pay for their items using smart shopping cart technology without needing to visit a checkout line or unload everything from their cart at a self-service checkout.

This technology is even capable of making suggestions to shoppers based on the items in their carts. After all, there are always shopping patterns with specific items used in conjunction with other products.

Smart cart technology is available in multiple forms. In some instances, there will be specifically designed carts that have scales built in and come with the necessary hardware.

However, a more flexible approach is the plug-and-play configuration. In this form, grocery stores are able to clip the scale and product recognition attachment to the cart, giving shoppers the option of using this technology or doing things the old-fashioned way.

This approach ensures the solution can be mounted on all common shopping cart designs and can be retrofitted to existing carts. Therefore, grocery stores don't need to spend extra money purchasing new suitable carts.

Improving Self Checkout

To their credit, grocery stores have done a good job of increasing the self-checkout options available for customers. However, there are still plenty of flaws that need to be worked out in this area. Most of the time, there is still an employee attending to the self-checkout area. In certain situations, they are even asked to intervene or assist a customer with the self-checkout process, which means the process doesn’t flow as naturally as it could, taking away some of the benefits of self-checkout.

However, smart shopping cart technology takes self-checkout a step further, reducing some of the lagging bottlenecks. For starters, the smart carts recognize everything going into the cart, which means consumers don’t have to go through the process of scanning everything again at the self-checkout station. Thereby, saving consumer time, and allowing retailers to reduce losses and self-checkout errors.

Of course, customers won’t completely be on their own with smart shopping cart technology. In most cases, the technology also comes with a “help” button that can send an alert to employees that a customer is in need of assistance or has a question. Employees will know the location of the customer and the cart wherever the “help” button is pressed, making it easy to locate them within the store and solve the problem as quickly as possible.

Making Stores More Efficient

Again, shoppers won’t be the only ones benefiting from smart shopping cart technology. Stores will reap plenty of benefits from the technology, including collecting data on how to be more efficient. For instance, the technology is tracking every item that’s being placed in shopping carts, making it easier to track inventory and keep items in stock. This is something that has become more of a challenge given the recent issues with the supply chain, so using smart technology to alleviate this concern is a great benefit for stores.

By gathering data on every item that’s placed in a shopping cart, stores can also learn how to improve the layout of the store, organizing products in a way that makes more sense. This will help streamline the process for consumers and also help stores attract more business by offering a better customer experience. On top of that, with the reduced need for checkout counters that will come with smart shopping cart technology, stores can use space more efficiently and perhaps increase the number of items they carry, which will also help consumers in the long run.

Working Out the Kinks

Despite all of the benefits that smart shopping cart technology offers, like many advancements in technology, it doesn’t come without its kinks. For starters, employees typically bring personal items with them to place in their shopping carts. These items will impact the scale and the camera recognizing everything that’s placed inside the cart. Customers also need to bring reusable bags or receive bags from the store for transporting their goods home, which adds another step to an otherwise streamlined process.

Of course, paying with cash is out of the question when using smart carts - but with the move toward cashless payments, this kink will iron itself out shortly.

It’s also been a challenge for businesses using smart carts to integrate the purchase of alcohol, prescription drugs from the store’s pharmacy, and gift cards into the system.

However, minor flaws and kinks aside, smart shopping cart technology appears to be the way of the future, especially in grocery stores. In the aftermath of the pandemic, there is more of a need for this type of technology and shopping experience than ever before. With a host of benefits for both consumers and stores, there is almost nothing that can stop smart carts from becoming more prevalent in the future and continuing to change the way we shop.

Are you ready to invest in smart cart technology? We have the perfect solution for you. Discover now.

Smart Shopping Carts: Self-Checkout on the Go

Grocery shopping is one of life’s necessary evils. Who hasn’t circled a store several times trying to locate that one ingredient—or find an employee who can direct you to it? And then there are the long checkout lines. Self-serve kiosks speed things up a bit, but they can be glitchy, not recognizing the item you’ve already put into the bag.

And overall traditional systems are not hugely efficient. Shoppers need to put goods from the cart onto the self-checkout counter, from there on a scale, and then back into the cart again before leaving the store.

Fortunately, all those frustrations may soon be a thing of the past. Innovative technologies can provide the ultimate in self-checkout with smart carts that let customers shop, scan, and go.

“There’s high demand for non-human interaction compared to the traditional way of shopping, putting everything on the belt, and having a chat with the cashier,” says Bernard van Strien, marketing and communications manager for faytech AG, a leader in touchscreen solutions . “While some people will still prefer this method, the grocery store is slowly becoming more modern, and technology can make the experience better for customers and stores.”

The Smart Shopping Cart Experience

Smart retail carts like the EASY Shopper , created through a partnership between faytech AG and Pentland Firth Software GmbH, deliver a unique, streamlined experience. Before entering the store, customers have the option to make a shopping list with the solution app. Once inside, they activate their cart by scanning their smartphone QR code.

If the customer made a list, it would appear on a touchscreen on the cart. The screen will also display a map of the store to help customers find the items they want and give shoppers the shortest route for gathering their items. It also shares personalized promotions or special offers.

As shoppers move through the store, they scan their groceries using the barcode scanner and put them into the cart, starting the checkout process cashier-free. When they’re ready to leave, the shopper scans their QR customer code again at a cashier station, where the transaction is verified and completed. The shopper can pay directly within the app using preloaded banking information, or they can provide a credit or debit card or cash.

#SmartCarts not only improve the #CustomerExperience; they enable stores to gather insights. @FayTechUSA via @insightdottech

This easy process not only speeds things up for the customer, but also gives more time for the cashiers, who can perform other tasks within the store ( Video 1 ).

New Opportunities with Retail Analytics

Smart carts not only improve the customer experience; they enable stores to gather insights. When the shopper scans their QR code to login, the system’s analytics starts collecting information about the purchasing behavior of the customer. For example, it tracks the length of the shopping session, what is put in the cart, and what is put back.

Insights drive marketing opportunities. Targeted ads are displayed on the cart’s screen as the customer navigates the store, suggesting items that complement what they have in their carts and offering targeted offers. This capability opens the door for new forms of revenue.

“Stores can offer contracts to brands,” says Bernard. “For example, they can create popup messages for customers who walk down certain aisles. This creates new revenue opportunities for the retailer.”

The technology also helps reduce theft. The cart can include a video camera and a scale. Every product has its own weight in the system, and the cart can tell if there is a discrepancy. At the checkout, the cashier will be notified if something is off, and they can check to see if something wasn’t scanned.

Retailer Rolls Out Innovations

Edeka, one of the largest supermarket chains in Germany, uses the solution in about 60 of its stores, with plans to expand to 40 more by the end of 2021, says Bernard.

“Their goal in rolling out EASY Shopper was to step away from the traditional way of shopping and provide a more modern, innovative solution,” he says. The technology solves many of their challenges, such as finding creative ways to upsell or cross-sell products and speed up the checkout process, which had been slow.

Cart-to-Cloud Retail Tech

EASY Shopper runs on an Intel ® processor-based PC and connects to a private server through Microsoft Azure cloud. The cart integrates directly to a store’s enterprise resource planning (ERP) platform, which provides real-time updates for pricing and inventory.

If the cart loses its wireless connection, the shopping and payment process can continue, says Bernard. The components are ruggedized and can be taken outside if it’s raining or withstand bumps or shocks in a parking lot. Additionally, the GPS function allows the retailer to constantly track the location of the cart, which in turn prevents theft, also in the parking lot.

And the technology itself is completely customizable. In the end, it’s the flexibility to meet the shopper where they are in terms of the experience that they’re looking for. By removing the frustrations and challenges of the store experience, grocers and shoppers can both benefit.

“It’s really what your imagination might lead you to,” says Bernard. “The platform is designed so that if you’ve got a great idea, you’ve got the right software, the right skills, you can create an integrated solution, for your particular use case in the retail space.”

Blog on RFID Technology and IoT Solutions

Smart Trolleys: A Glimpse into the Future of Retail

The retail landscape is rapidly evolving, and the future is looking smart—literally Smart trolleys, also known as smart shopping carts, are ushering in a new era of retail, and they come packed with features that promise to transform the way we shop. In this article, we’ll explore the exciting world of smart trolleys, highlighting their features and benefits and offering some valuable buying tips to help you navigate this technological retail revolution. The RFID-based smart trolley system consists of a trolley equipped with an RFID reader. When a customer places a product in the trolley, the RFID reader detects the RFID tag number associated with the product for identification. Each RFID tag number is linked to a specific product description stored in a centralized server’s database. The product can be scanned directly by the reader, and if the customer wishes to remove any product, they can do so via the touch-based LCD screen. After the customer completes their product selection, the total bill amount is generated and displayed on the trolley’s LCD. Payments can be made directly on the LCD screen.

Features that Define Smart Trolleys

1. RFID Reader: The smart trolley is equipped with an RFID reader that can identify RFID tags associated with products placed in the trolley.

2. Product Identification: The RFID tag reader identifies each product by its RFID tag number, allowing for easy and accurate product identification.

3. Centralized Database: The system is connected to a centralized server’s database, where product descriptions are stored and linked to specific RFID tag numbers.

4. Direct Product Scanning: Products can be scanned directly by the RFID reader, simplifying the process of adding items to the trolley.

5. Touch-Based LCD Screen: The smart trolley features a touch-based LCD screen that allows customers to interact with the system. They can add or remove products using the screen.

6. Real-Time Bill Display: As products are added or removed, the total bill amount is generated and displayed in real-time on the trolley’s LCD screen.

7. Direct Payment: Customers have the option to make payments directly on the trolley’s LCD screen, eliminating the need to visit a separate payment counter.

These features collectively make the RFID-based smart trolley a convenient and efficient tool for shoppers, streamlining the shopping and checkout process while providing real-time information and facilitating easy payment.

Benefits of Smart Trolleys

Certainly, let’s delve into the details of the proposed system and how it offers the mentioned benefits:

1. Reducing Time at the Billing Counter:

One of the primary benefits of the proposed system is a significant reduction in the time customers spend at the billing counter. Traditionally, customers must wait in long queues to have their items scanned and pay for their purchases. However, with the integration of technology like RFID (Radio-Frequency Identification) and automatic billing in smart trolleys or shopping carts, this process becomes more streamlined.

Instead of placing each item on a conveyor belt, waiting for it to be scanned, and then paying at the counter, customers can simply place items in their smart trolley. The trolley can automatically detect the items, calculate the total bill in real-time, and even process payments digitally. As a result, the time spent at the billing counter is drastically reduced, leading to a seamless and efficient shopping experience. This, in turn, boosts customer satisfaction, as shoppers can complete their purchases more quickly and without the frustration of waiting in long lines.

2. Potentially Reducing Expenses for Management:

The proposed system has the potential to reduce operational expenses for retailers and store management. First, it can lead to cost savings by reducing the number of cashiers required at the billing counters. As the checkout process becomes more automated, fewer human cashiers may be needed, allowing retailers to allocate their workforce more efficiently. Additionally, the system enables better inventory management. With RFID technology and real-time tracking, retailers can accurately monitor stock levels and detect when items are running low. This reduces the likelihood of overstocking, understocking, or product wastage. Efficient inventory management translates to cost savings, as retailers can optimize their stock levels and reduce unnecessary holding costs.

3. Providing Real-Time Information about the Total Bill:

One of the standout features of the proposed system is its ability to provide shoppers with real-time information about their total bill during the shopping process. As items are added to the cart, the system calculates the running total, giving customers a clear view of their expenses.

This feature is particularly useful in preventing overspending. Shoppers can make informed decisions about their purchases, which can lead to more prudent spending choices. They have the flexibility to remove or add items, ensuring that they stay within their budget. This not only benefits customers by promoting financial responsibility but also enhances their overall shopping experience.

4. Improving Overall Efficiency:

The integration of technology into the shopping and billing processes greatly improves overall efficiency. The proposed system eliminates many of the manual and time-consuming steps traditionally associated with retail checkout. By automating item scanning, calculation of the total bill, and even payment processing, the shopping experience becomes faster and more efficient. Retailers can also benefit from improved inventory management, reducing the risk of stockouts and overstocking. This increased efficiency not only enhances the customer experience but also helps retailers operate more smoothly and cost-effectively.

5. Enabling Quick Checkout and Eliminating Long Queues:

Quick checkout is a cornerstone of the proposed system. Long queues at billing counters can deter customers and create a frustrating experience. With automated billing and RFID technology , shoppers can enjoy a swift and hassle-free checkout process. This not only saves time but also reduces the stress and inconvenience associated with long lines. Buying Tips for Smart Trolleys

1. Compatibility: Ensure the smart trolley you choose is compatible with the retailer you frequent. Different stores may use different systems.

2. Security: Look for trolleys with robust security features to protect your personal and payment information.

3. Battery Life: Check the battery life, especially if you plan on shopping for an extended period. You wouldn’t want your trolley to run out of power mid-shopping spree.

4. Cost Considerations: While smart trolleys offer numerous advantages, they can be more expensive than traditional ones. Evaluate whether the added features justify the cost.

Smart trolleys are indeed shaping the future of retail, offering a glimpse into a more convenient and efficient shopping experience. With their ability to save time, provide personalized service, and streamline inventory management, these tech-savvy companions are set to become an integral part of the retail journey. The retail revolution is here, and it’s rolling along on smart wheels.

Why Smart Trolleys Are the Future of Retail?

The retail industry is on the brink of a transformation, and at the heart of this change are smart trolleys. These innovative shopping companions are poised to redefine the retail experience, offering a multitude of benefits that will shape the future of how we shop. Here are some compelling reasons why smart trolleys are set to become an integral part of retail’s future:

1. Seamless Shopping Experience:

Smart trolleys leverage cutting-edge technology, such as RFID (Radio-Frequency Identification), to create a seamless shopping experience. Shoppers can simply place items in their trolley, and the technology automatically detects, tracks, and tallies the items. This eliminates the need for manual scanning, making the shopping process faster and more convenient.

2. Real-Time Information:

These trolleys provide real-time information to shoppers. They display product details and prices and even offer personalized recommendations on a built-in screen. Customers can make informed decisions, access special offers, and gain insights into their shopping right at their fingertips.

3. Eliminating Checkout Lines:

The biggest frustration for shoppers has often been waiting in long checkout lines. Smart trolleys eliminate this pain point by enabling automatic billing. As items are added or removed from the trolley, the total bill is calculated in real time. Customers can complete their purchases without enduring lengthy queues.

4. Enhanced Customer Satisfaction:

Reducing the time spent at the billing counter leads to increased customer satisfaction. Shoppers can complete their shopping quickly and efficiently, making their retail experience more enjoyable.

5. Efficient Inventory Management:

From a retailer’s perspective, smart trolleys enhance inventory management. They allow for real-time tracking of stock levels, helping to prevent overstock and understock situations. Retailers can keep their shelves well-stocked and reduce wastage.

6. Potential Cost Savings:

The adoption of smart trolleys can lead to potential cost savings for retailers. They can allocate their workforce more efficiently, as fewer human cashiers may be required. Additionally, efficient inventory management can reduce holding costs and minimize financial losses due to stockouts or overstocking.

7. Personalized Shopping:

Smart trolleys offer personalized shopping experiences. They can provide product recommendations based on a shopper’s preferences and buying history, making shopping more engaging and tailored to individual tastes.

8. Enhanced Security:

Smart trolleys can incorporate robust security features to protect customer data and payment information, enhancing the overall security of the shopping process.

9. Sustainability:

By reducing paper receipts and encouraging digital transactions, smart trolleys contribute to a more sustainable shopping environment, as they can significantly reduce paper waste.

In conclusion, smart trolleys are not just a convenience but a game-changer in the retail industry. Their ability to streamline the shopping process, enhance customer satisfaction, improve inventory management, and potentially reduce expenses for retailers makes them a clear contender for the future of retail. As technology continues to advance, smart trolleys are set to play a pivotal role in shaping the way we shop, making the retail experience more efficient, enjoyable, and customer-centric.

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How ai enabled smart carts can bring retail into the 21st century.

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Supermarket Smart Shopping Carts Innovating Supermarkets and Grocery Stores Into The 21st Century ... [+] (Photo by Daniel LEAL / AFP) (Photo by DANIEL LEAL/AFP via Getty Images)

Innovation comes in waves, with good ones often fueled by key enabling trends and technologies. Waves can happen too fast, too slowly, too early, or too late. Many product innovations you thought would make it often come too soon, like Palm Pilot, or maybe too late, like Microsoft Zune. AI came on the scene in the 90’s but lacked the processing power and massive data needed to ignite a revolution. Yet others arrive at just the right time for a movement—like Uber—that would not have made it before the mass-market adoption of smartphones.

We hear about innovation all the time in business media, with “Innovate or die!” headlines—even in retail. Amazon introduced us to e-commerce way back in 1995, yet it took a pandemic to push through full adoption by supermarket chains. Self-checkout was first introduced in a Kroger store back in 1986, only to reach peak grocery saturation well into the next century.

Having first gained momentum in the early 2000s, driven by a recession-fueled quest for cost savings, self-checkout also received a pandemic turbo-charge as shoppers sought less human contact and grocers faced labor shortages. It nearly doubled from 2018 to 2021 , according to FMI (Food Marketing Institute) , and has continued to grow.

Not all innovations make it for the long haul, however, even those born of necessity. But countless pressures that started with COVID are compelling supermarkets to work harder to find solutions for labor shortages, supply chain issues, competition from online channels, inflation, theft, and personalization of the in-store shopping experience.

One innovation that may still hold some promise is the smart shopping cart, which turns these metal war horses scattering the landscape into high-tech wonders. After many false starts, the question remains: can automation in supermarkets and the smart cart be the digital transformation catalyst that gets grocery stores out of the last century?

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Innovating Supermarkets and Grocery Stores Into The 21 st Century

Technology companies have been partnering with retailers for decades, addressing pain points with innovation focused on everything from improving shopping experiences to boosting efficiency, reducing costs, and optimizing workflows through a wide range of applications. Some examples you may have noticed while shopping include:

● POS systems that have been around for a long time, like LS Retail , that automate checkout and integrate with inventory, CRM, and other applications.

● Systems that track inventory in real-time, automate reordering, and optimize inventory distribution across multiple locations. This article explains how Berlin-based startup Freshflow leverages AI to better forecast demand.

● Smart shelving and radio-frequency Identification (RFID) monitor product levels, expiration dates, and provide insights to optimize store layouts, product placements, and promotions. Amazon Go, launched in 2018, revolutionized this idea. Customers can just pick products from shelves and get charged automatically after exiting. It’s like the EZ Pass for retail shopping.

AmazonGo Amazons Just Walk Out Technology. (Photo by Jeff Gritchen/MediaNews Group/Orange County ... [+] Register via Getty Images)

● Walmart has been investing heavily in generative AI to improve store operations and employee experiences, and applied AI-powered simulations to forecast everything from customer patterns to supply chains.

● Pickup and delivery services cater to the growing demand for convenience and flexibility. Tom Ward, EVP, and Chief eCommerce Officer of Walmart U.S. ( WMT ), moved up and accelerated their planned launch during the COVID pickup peak. It has competitively positioned Walmart against Amazon as a strong hyper-local choice.

● Personalized beauty platforms like Revieve , where I am Chairman, use AI-powered facial and skin diagnostics to deliver personalized, contextual product recommendations across retail channels, whether at home, in-store, or elsewhere.

● Fortune 400 SpartanNash ( SPTN ) improved inventory monitoring efficiencies with in-store robots equipped with computer vision and machine learning. When I talked to CEO, Tony Sarsam, he was bullish: “They [robots] are a phenomenal tool that make sure we have the right products at the right price on the shelf, and take tedious tasks away from our associates so they can do more things that are customer facing.”

● Self-checkout stations became ubiquitous since coming on the scene in the late ‘80s, but Walmart, Costco and others are now dialing back on their investments.

● Scan-and-go solutions, like ScanPayaGo, let shoppers use their smartphones to pay as they roam the aisles and pick goods. Walmart and Wegmans have dabbled in scan-and-go with mixed success from these BYOD programs.

● Smart shopping carts have been trying to enhance the shopping experience while improving store operations and data with technologies such as RFID, cameras, sensors, and touchscreens.

Smart Shopping Carts Could Leave Self-Checkout In The Dust

Miami Beach, Florida, Whole Foods supermarket, customers in long line for self service checkout. ... [+] (Photo by: Jeffrey Greenberg/Universal Images Group via Getty Images)

Supermarkets can be slow to adopt new technologies. The industry is conservative by nature. Razor-thin margins don’t leave a lot of money on the table for technology blue-skying—an innovator’s dilemma

It’s also because grocery stores are notoriously hard proving grounds for technology. Massive SKUs, logistical challenges, and fickle, often tech-averse customers frustrate efforts to upgrade the tech stack. Some innovations rely on others which may not be deployed.

While automation technologies such as POS systems and online ordering have been proven and widely adopted, others like robotics and AI-powered personalization are still in the early stages, and face challenges related to cost, scalability, and integration. RFID tags, wireless sensors, and beacons - which in turn can drive a range of applications like shelf replenishment and ad personalization - are stuck at the starting gate. Scan-and-go solutions have faced challenges with theft and consumer adoption.

Other innovations have shown great initial promise only to disappoint. E.g., the industry jumped on the self-checkout bandwagon (Grandview Research pegged the global market at $3.866 billion in 2022), hoping that it could decrease wait times and cope with labor shortages. But many are reconsidering these investments , due to theft increases, consumer frustration and maintenance issues.

Hopefully, the self-checkout experiment educated the industry about engaging consumers with a carrot—not a stick. Made me wonder, can the spending on self-checkout stations be better allocated elsewhere?

Smart Cart Malfunctions

Smart carts, too, pose many of these same challenges, and for years, vendors promised to improve the shopping experience while delivering countless business benefits with the units.

The technology offered endless possibilities, by (theoretically) equipping shoppers with information and deals while giving stores better insight into consumer behavior and preferences that could, in turn, improve layouts, merchandising, and aid with restocking and procurement.

They also can enable retailers to interact with the shopper throughout the store visit, in a real-time, bi-directional, mutually beneficial way, much like the type of personalized engagement of e-commerce.

But smart shopping carts have not made much of a dent in the market—and many ventures have failed. A report in Supermarket News said that “Implementation is still in very early stages for touchscreen-enabled ‘smart’ shopping carts.”

Some say that they have been hard to use, too expensive, increase theft, and are tough to integrate into the store environment. Also, despite their potential, it seems clear that adoption has also been challenged by the lack of a “killer app” (I bet you haven’t heard that term in a while). But it is what‘s often missing; a compelling use case—for shopper and merchant— that justifies the initial investment to get the carts in the door, where they can deliver real value and relevant benefits.

The good news is that vendors have finally listened to these concerns, done some user experience and design work, and are upgrading their wares. Smart carts are coming down in price, and some have introduced innovations that could make these “concept cars” a shoo-in to replace the dreaded self-checkout stations.

Here, the killer app is reducing wait times and labor, like self-checkout; but at the same time decreasing theft and saving time and hassle for the shopper and the retailer. Or perhaps it could create new shopping services and more pleasant experiences.

Rolling Carts Into The Mainstream—Not The Museum

At this year’s NRF, retail tech’s biggest event, there was no shortage of vendors focused on the category, from big-dog Amazon’s Dash Cart ( AMZN ) to A2Z Cust2Mate ( AZ ), Caper and Veeve . I spoke with Israeli-based Cust2Mate ’s CEO, Guy Mordoch , to see if the timing and enabling tech, like my Uber ( UBER ) example, are better aligned now to finally start delivering on the promise of smart carts.

Having been the Executive Chairman of user experience design (UX) firm AKTA, which we sold to Salesforce ( CRM ), I started to unpack things there. I liked that Mordoch’s team has designed around current market reluctance issues, with insights and lessons from merchants and consumers—about what’s working and what isn’t.

"Good UX design is part of our DNA," said Mordoch. "We get constant feedback from our customers and prospects about what works best in their stores. Our UX Design team factors this in, as well as data from smart cart users themselves - each shopper is asked to grade their experience and satisfaction in a simple survey after every session. This data informs product development changes, like making a larger screen, and carts that are lighter and easier to maneuver."

This approach has also led them to address issues like security and add functionality that can improve shopping experiences. They also seem to be making it cheaper and easier to deploy, with an attachable panel that can provide the latest AI, vision technology, and even include a scale and RFID reader on board. As shoppers pick, scan, and pay, the cart “knows” if items have been removed or added without payment and flashes a light that alerts store associates if there is an error.

Cust2Mate ’s 3.0 cart addresses key pain points. “It can be a critical hub for a frictionless shopping experience that delivers more utility and benefits over time,” Mordoch added. “It blends online and physical shopping, creating a richer, more cohesive, and efficient environment for both the shopper and the retailer, while unlocking new opportunities for success, such as in-store retail media. You no longer need digital signage or beacons, as the cart’s tablet is a personal sign that guides the shopper, providing rich content and personalized offers and ads, and the tech on board always knows and reports its precise location.”

When I looked at consumer feedback, one from a customer at Morton Williams, a family-owned food retailer that has twenty stores in New York, reflected a common theme: “I was impressed with how convenient my shopping experience was using Cust2mate's smart cart. Not only did I save money with the in-cart coupons, but I also didn't have to wait in line at checkout. It was so easy and hassle-free; I will definitely be coming back to this store.” Pamela P.

A2Z Smart Technologies Corp Cust2Mate

Media and Advertising Adjacencies - A Perfect Storm

Like Uber’s launch, technology timing and adjacent markets are aligning into a perfect opportunity storm—for merchants and marketers. But what makes the market think this will all work this time? A big motivator for merchants to invest goes beyond providing shopper convenience. They need a perfect storm for the investment to have positive ROI. To help, they can tie cart platforms into their CRM, targeted marketing, personalized messaging—and lucrative in-store media networks—to turn the entire store into point-of-purchase hotspots. These adjacencies could motivate rollouts, and fill the void left by the hangover we are experiencing in the global self-checkout era.

The Supermarket News report cited the maturity of self-checkout and that 49% of surveyed grocers are interested in evaluating smart carts over the next 12 months. All respondents’ said technology is important to achieving a diverse set of business goals, including cost controls, new revenue channels, and modernizing their stores to compete in an increasingly omnichannel industry; and that in-store technologies (like smart shopping carts) represent “low hanging fruit.”

Sometimes perfect storms around efficiencies and growth can extend the platform capabilities and accelerate deployment. On efficiencies, McKinsey’s “State of Grocery in North America 2023” points to data supporting smart cart deployment, citing labor shortages as one of the biggest challenges. More proactively, on the growth side, incorporating in-store media into the mix could help fund adoption by retailers, as that sector is expected to be a $7.3 Billion market by 2032, according to Custom Market Insights (CMI). These media platforms provide brand marketers new channels to connect directly with shoppers—even down to the cart level.

It all sounds good until you get back to the UX question—will users use it? Will they jump on the bandwagon and enjoy smart-shopping experiences enough to move it from early adopter cool to a mass-market staple? In a controlled retail environment, merchants will be a key factor in motivating shoppers. If they learned anything from the self-service stick strategy that offered shoppers pain, not gain, smart retailers will motivate shoppers with a carrot .

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