Smart carts in retail: convenient, autonomous, connected

Digital technologies are increasingly being integrated into the physical shopping process to improve the customer experience. One of the most prominent developments in this area is the introduction of intelligent shopping carts, which are designed to support customers with numerous features while shopping and make the payment process more convenient.

How does a cart become smart? On the one hand, there are conventional shopping carts that can be upgraded with additional devices for smart functionalities. On the other hand, manufacturers offer specially developed shopping carts that are already equipped with various features such as scales or sensors. The technologies used range from automatic product identification to in-store navigation systems and payment functions. The aim is to make shopping faster, easier and more personalized. Smart shopping carts also represent an omnichannel service that connects the point of sale, enabling seamless integration between online and offline shopping experiences.

We are keeping an eye on current tests and deployments of smart carts at various retailers.

Coles in Australia announced in November 2024 that it was testing digital smart carts to help customers save time and manage their budget while shopping.

The intelligent shopping cart was developed together with Instacart; built-in scales, sensors and AI technology record purchases. The products can be packed directly into shopping bags in the shopping cart and therefore do not have to be moved again at the checkout. For fresh items such as vegetables, the designation must be entered on the shopping cart's interactive screen. On the digital screen, customers can view the current shopping basket, discount offers in the store or the store map. Payment can be made directly at the trolley and the digital receipt is sent by email or via the Coles app. No app is required to use the Smart Cart.

Ben Hassing, Chief Digital Officer at Coles, is positive that customers can enjoy an autonomous shopping experience where they can browse and pay at their own pace.

Intermarché, on the other hand, relies on clip-on devices that can be attached to conventional shopping carts. In cooperation with Shopic and Capgemini, the French retail chain is piloting the smart carts in Provins in central France.

Customers decide for themselves at the entrance whether they want to transform their shopping cart into a smart device and take one of the clip-on devices. The trolley is then equipped with advanced computer vision technology that recognizes thousands of items. In this use case, customers can also track their spending on the screen, check their loyalty points account or access offers and special promotions. After paying directly at the shopping cart, the clip-on device is removed and the purchases can be conveniently transported to the car with the shopping cart.

According to Intermarché, another aim of the AI-supported shopping carts is to personalize advertising offers and retail media at the POS in order to ensure relevant content during the shopping process and increase attractiveness for advertisers.

In South America, the Shopic Smart Carts are currently being tested by Walmart Chile.

The Woolworths Group in Australia is relying on a specially produced solution, the Scan&GoTrolley, which has been undergoing practical testing since August last year. The smart shopping cart complements the Scan&Go offer, where customers use their own smartphone. They can now use their loyalty card to unlock a tablet device and attach it to the shopping cart. Customers record their items with the integrated scanner and can bag their purchases directly. Payment is made at the end of the purchase at a self-service checkout.

The test is to be expanded soon, incorporating customer feedback and then also including functions such as payment at the shopping cart.

These and many other examples from the retail industry illustrate that intelligent and digitally connected shopping carts are increasingly becoming an integral part of the shopping experience. Particularly in food retail, where customers often purchase a large number of small and diverse items, a convenient, efficient and self-determined shopping experience promises a significant increase in customer satisfaction. And another component of the strategy to maximize profits should not be underestimated: Digital networking at the point of sale enables a wide range of possible uses, not only to bind customers to your brand with personalized offers and services, but also to provide another platform for manufacturers and advertisers to place their products in-store.