Technology Innovation – your Customers Best Friend
For retail brands, much of the blue sky is in the innovation of their customers’ shopping experience. There is much hype about making shopping experiences more functional – and increasingly making them faster and easier. For US retailer Ahold and their supermarket retail brands Stop & Shop and Giant supermarkets in the Northeast shoppers scan and bag their own groceries as they navigate the aisles, while a screen keeps a running total of their purchases.
Using a device that looks like a smartphone, shoppers scan grocery items as they add them to their cart. But the retail brand magic is in what comes next. Around a dozen times in an average shopping trip, the device lets out a “Ka-ching” sound as an electronic coupon appears on the screen. Shoppers who use the Scan It system spend about 10% more than the average customer, says Erik Keptner, Ahold’s senior vice president for marketing and consumer insights. He attributes this to targeted coupons and the control consumers feel while using the Scan It device. Customers love the technology as it also helps avoid the frustrating wait at the cashier. Retailers love it because the device encourages shoppers to buy more.
And couldn’t resist adding this short clip of customer joy – someone doing a “scan-it” dance in the middle of Stop & Shop because she discovered the self-scanning device.
For the full run-down you can check this story on the Wall Street journal.