Convenience
Kroger, a supermarket chain in the United States, introduced digital shelf technology in 2018 called ‘Kroger Edge’ into nearly 200 stores.1 Whilst currently being in the preliminary phases, the technology will eventually sync with consumers smart phones to highlight products on their shopping lists, or products meeting their dietary requirements, as they walk through the aisles through digital pricing technology. This type of technology is changing the way consumers shop by eliminating mundane shopping functions.
How else is technology influencing the retail industry?
Technological advancements have rewritten the consumer shopping experience, transforming it from being purely transactional to providing consumers with the best experience possible. “Scan, Pay & Go” systems have been in place in supermarkets since 2011 in the US, allowing consumers to avoid long check out queues by scanning all of their products onto a scanner or their smartphone, pay via the tills or app, then leave. Retailers across the world have slowly introduced similar technology to cater to time-poor customers, with Woolworths trialling their own version, "Scan&Go", in a Sydney store in 2018. Amazon Go’s innovative cashierless store is another example of technology that has and will continue to influence the retail industry, with plans to expand the concept to over 3000 stores worldwide by 2021.2
Why do we need all of these different, new innovative alternatives?
The common element in all of these technological advancements is making the experience more convenient for shoppers. Some consumers want shopping to be “fast, simple and efficient” and preferring to be able to find the product quickly and easily over receiving higher quality customer service. The technology that is vital in providing more convenient shopping experiences is available, however retailers need to understand and adopt what they believe will improve the customer shopping experience.