Smart Shopping Carts Spur Increased Spending, Research Indicates

Supermarket shoppers in Britain may find themselves spending more as artificial-intelligence-powered smart trolleys, equipped with tablets, are being trialed in major chains like Waitrose and Morrisons. These digital trolleys have already been introduced more widely across Europe.

Research from Bayes Business School indicates that shoppers using these smart trolleys spend 32 percent more than those who do not. The data suggests that the time spent in the store and the number of items purchased also tend to be higher with the use of these digital devices. Impulse buying is also likely to increase, according to the findings.

Shoppers using digital trolleys reportedly spent 23 percent more time on their shopping trips, particularly in the evenings. Additionally, these shoppers bought 25 percent more items compared to non-users. A comprehensive report analyzed 12,418 shopping sessions over a month in a German supermarket, with 9,422 sessions involving smart trolleys.

While a subset of users, termed 'superusers' who interacted with the screen more than 20 times per session, purchased significantly more items and stayed longer, their overall spending did not increase disproportionately. The study also noted that shoppers using digital trolleys in the afternoon or on weekends were more likely to spend extra cash.

These smart trolleys offer several features to shoppers, including the digitalization of shopping lists, personalized product recommendations, in-store navigation assistance, and the option for checkout-free payments. Dr. Sabrina Gottschalk, a lecturer in marketing at Bayes Business School, stated that retailers are increasingly leveraging technology to enhance customer experiences, and these findings suggest potential for significant revenue gains.

"As well as guiding customers towards special offers and new products, digitalisation induces increased engagement and additional advertising platforms," Dr. Gottschalk explained. She advised consumers to be mindful of how digital prompts and recommendations influence their purchasing decisions. Dr. Yusuf Oc, a senior lecturer in marketing at Bayes Business School, noted clear spikes in spending and consumption associated with the use of in-store digital assistance, suggesting retailers should encourage adoption through incentives.

Waitrose began trialing its digital trolleys in August. Shoppers access a unit by scanning their My Waitrose loyalty card. The device attaches to a standard trolley, allowing customers to scan item barcodes as they shop. Back-facing cameras verify the scanned products. The trolley displays the cost of each item and maintains a running total on its touchscreen. Once shopping is complete, payment can be made directly on the device, eliminating the need to queue at traditional checkouts. Loose produce requires weighing and scanning at in-aisle scales, and bakery items can be selected via the device's screen. A Waitrose spokesperson described the system as similar to existing scan-and-go handsets but with a larger screen that tracks items added or removed from the cart in real-time. The company is exploring further frictionless payment options while continuing to offer conventional checkouts.