The smart cart has been dumbed down.
More than a decade ago, retail pundits were practically breathless over the possibilities of magical smart carts that would transform the customer experience. In reality, they were putting the cart before the smart.
While the path of the American shopping cart has been a storied one, its most compelling chapters may just be arriving now, through beacon technology and on-demand home ordering. Still, with everyone holding their own little smart carts in their hands in the forms of smartphones, the key for retailers is not making the cart – or phone – smarter, but designing the technology they deploy with the shopper experience in mind.
Those experiential opportunities are increasingly plentiful. Nearly 70 percent of consumers use their mobile devices to find a brand or product before they go grocery shopping, while 86 percent use their devices to plan their shopping trips, according to 2014 research by NinthDecimal, a mobile intelligence consultant. Almost 60 percent of consumers use their phones while grocery shopping, representing a 16 percent increase over 2013.
Still, while the possibilities are plentiful, they are not without limit, as a look into the fleeting opportunities of the grocery cart reveal.
A rolling history
The first grocery carts rolled into the aisles of Piggly Wiggly stores almost 80 years ago. In less than four years, entire supermarkets were being planned around them, with wider aisles and larger checkout counters to accommodate the increased amount of products people were buying. One could credit the shopping cart for 64-ounce detergent packages, and 16-roll toilet paper bundles.
Over the years, the basic design of the shopping cart has not much changed, though its technology – or technological potential – has. From tracers that showed grocers how we shopped to LCD screens that could map out the store and alert us to sales, the cart had been earmarked as a central device for improving the shopping trip. Consider this excerpt from a 2003 USA Today story:
“The smart shopping cart looks like a normal one except for an interactive screen and scanner mounted near the shopper. Once the shopper swipes his store card, his shopping history is available for all kinds of purposes, from presenting a suggested shopping list to alerting him to discounts or reminding him about perishables purchased a month ago.”
Sound familiar? It turns out that hitching the customer experience to the shopping cart is expensive. Instead we have smartphones doing much of that work for us, pretty affordably. They enable beacon technology that can identify a shopper in close range of a specific product, map out a store and deliver a host of other in-the-aisle features.
A central problem remains, however: Retailers have yet to enable the phones to deliver the kinds of relevant experiences that elevate the task of grocery shopping from featureless to fun.
New shopping list
Can a phone, regardless of its smarts, transform the task of selecting just-the-right banana bunch and bone-in chicken breasts into something one can look forward to? The resolution exists not in how much technology a shopper really needs to get the job done, but in what specific experiences the technology can deliver to make the job a pleasure.
At a time when grocers are competing with drug stores, gas stations, mass merchants, online merchants and even some department stores for the grocery dollar, technology alone will not give the supermarket an edge.
However, all the pieces are there to reshape the in-aisle encounter to an event that includes an element of happy surprise. It is up to grocery retailers to build the infrastructure and test what will bring this journey to fruition. My simple suggestions:
Learn how to connect: Let’s all assume we can bypass the smart cart and go straight for the smartphone. How will you use it to connect with the customer in a way that is personally relevant? Beacons are popular, but note that in-store promotions do not necessarily translate to a happy experience, especially if the shopper is in a hurry. Perhaps a greeting at the beginning of the trip that asks, “What brings you here today?” can be used to inform the rest of the trip communications.
Be brand true: A grocer’s personal shopper communications, whether by smartphone or cashier, should hinge on its brand promise, mission and why its shoppers choose that brand. Once this is determined, the company can build a platform so its specially appointed team can hear customers in real time and then craft appropriate experiences to reinforce the brand promise.
Pass it on: A customer message that sits with the marketing team is a message in a vacuum. By developing an in-house system for sharing what the customer says throughout the organization, it can discover unexpected potential in its marketing efforts, product placement and customer interests.
Deliver: As with any experience-enhancing endeavor, the company should ensure it has the budget to deliver on the initiative’s promise. It sounds simple, but sometimes customer reaction differs from what we might expect. A recent case in point involves British grocery chain Waitrose, which offered free coffee or tea to its myWaitrose loyalty members, and ended up getting hordes of free drinkers who bought no groceries ¬– irritating lots of paying customers.
No cart, or phone, can outsmart that sort of oversight.
his guest post came courtesy of Bryan Pearson. Bryan is the author of The Loyalty Leap For B2B and is president and CEO of the LoyaltyOne consultancy firm.
This article originally appeared on Forbes.com, where Bryan serves as a retail contributor. You can view the original story here.