Smart Shopping Carts Increase Spending by Up to a Third, Study Finds

Supermarket shoppers in Britain may find themselves spending more as new artificial-intelligence-powered smart trolleys, equipped with digital screens on their handlebars, are being trialed in major UK supermarket chains like Waitrose and Morrisons. These trolleys, which have been introduced more widely across Europe, are associated with increased consumer spending, according to research.

A comprehensive report from Baynes Business School indicates that shoppers using these digital trolleys spend up to 32% more than those who do not. The study, which captured 12,418 shopping sessions over a month in a German supermarket chain, including 9,422 smart-trolley users, also found that shoppers tend to buy more items and spend more time in the store when using the technology.

Specifically, shoppers using smart trolleys purchased 25% more items and spent 23% more time on their shopping trips, particularly in the evenings. The data suggests that shopping during the afternoon or on weekends with a digital trolley can lead to even greater splurges compared to other times.

These smart trolleys offer features such as digitalizing shopping lists, providing personalized recommendations, assisting with in-store navigation, and enabling checkout-free payments. Dr. Sabrina Gottschalk, a lecturer in marketing at Bayes Business School, noted that retailers are increasingly using technology to enhance the shopping experience and that these findings suggest significant revenue gains can be achieved. She added that while these devices can guide customers to special offers, they also act as additional advertising platforms.

Dr. Yusuf Oc, a senior lecturer in marketing at Bayes Business School, commented that the clear spikes in spending and consumption associated with in-store digital assistance suggest that retailers should offer this technology and incentivize its use, potentially through loyalty points or prizes.

Waitrose began trialing digital trolleys in August, where customers scan their loyalty card to release a unit that attaches to a regular trolley. Shoppers then scan item barcodes, similar to using a self-scan handset, and can pay on the device at the end of their shop. The device displays the cost of each item as it's added and provides a running total on its touchscreen. The supermarket chain is exploring options for more frictionless payment methods while maintaining conventional checkouts for customers who prefer human interaction.