Gina Kaslauskas does her shopping using a new smart cart, part of a pilot project, at a Sobeys grocery store in Oakville, Ont., on Tuesday, November 12, 2019. Shoppers pushing one of 10 new smart carts at a Toronto Sobeys Inc. store can skip the cashier or self-checkout as their carts scan any items put into them, track their total bill and accept payment. THE CANADIAN PRESS/Nathan Denette

Gina Kaslauskas does her shopping using a new smart cart, part of a pilot project, at a Sobeys grocery store in Oakville, Ont., on Tuesday, November 12, 2019. Shoppers pushing one of 10 new smart carts at a Toronto Sobeys Inc. store can skip the cashier or self-checkout as their carts scan any items put into them, track their total bill and accept payment. THE CANADIAN PRESS/Nathan Denette

Beyond self-checkouts: Carts, apps look to make grocery shopping hassle-free

Canadians increasingly expect a more tech-savvy shopping experience, experts say

Shoppers pushing one of 10 new smart carts at a Toronto Sobeys store can scan their items on the spot, track their total bill and accept payment, which means they can skip the cashier or self-checkout altogether.

The artificial intelligence-equipped carts are the latest aspect in grocers’ efforts to streamline the shopping experience as consumers became increasingly accustomed to convenience.

Despite all the advancements found in a modern grocery store, customers are still required to gather their groceries, unload them at checkout, and then place their purchases into bags.

“This helps remove a little bit of that friction,” said Jacquelin Weatherbee, communications director for Sobeys.

The grocer announced late last month it purchased 10 smart carts that it is starting to pilot at an Oakville, Ont., location.

For now, shoppers using the carts must allow it to scan each item they place inside. Eventually, the cart, which “gets smarter over time,” will learn what each product is and the company will remove the scanning requirement, said Weatherbee.

The cart also weighs produce, keeps a running tally of the total bill, and accepts payment. One feature it lacks is a seat to hold a child.

“It really limits the amount of time you’re going from product to stand to belt to bag for the customer,” said Weatherbee.

Sobeys hopes to develop the technology to include suggestions about missing ingredients for recipes based on what is already in the cart and the ability for customers to upload their shopping lists.

ALSO READ: No-waste grocery stores not a garbage idea to help tackle food waste

The carts — created by New York-based Caper Inc., which did not respond to an interview request — show one way grocers turn to tech to eliminate the need for traditional checkouts.

Amazon debuted its Amazon Go system in Seattle in 2018. Shoppers must have an Amazon account and the Amazon Go app, which grants them access to the store. Customers take the products they want and leave. In-store technology tracks the purchase and charges their app.

Amazon now operates 18 of the Go stores in four cities in America — with six more shops on the way, according to its website. With the tech titan’s acquisition of Whole Foods, including its Canadian locations, it’s possible that the concept will one day land in Canada.

Weatherbee said Sobeys likes its smart cart solution because of the ability to add functionality over time.

Loblaw Companies Ltd. quietly rolled out a pilot in a similar vein last year.

Now in eight stores, customers can use the company’s app on their cellphones to scan items as they shop. The app aggregates all the products into one bar code, which can be scanned by a cashier or at the self-checkout when customers pay.

“There’s still quite a few improvements to be made on that product,” said Lauren Steinberg, a vice president at Loblaw digital. That includes adding the ability to pay within the app rather than at the checkout, which the company plans to roll out next year.

Walmart Canada shifted to a similar system that relies on a consumer’s phone this year after testing a handheld device, much like a wand, that allowed customers to scan products while they shopped.

The former scan-and-go system reportedly created frustration for some shoppers.

“Most customers like to actually use their own device, touch their own device, feel their own device,” said Alykhan Kanji, vice-president of format development at Walmart Canada.

When the company launched scan and go, he added, they hypothesized the process would shift to consumer phones eventually.

Shoppers at six Walmart Canada locations in the Greater Toronto Area can now test the program, dubbed Fastlane, via the Walmart app.

Already the company has made changes based on consumer response.

Customers balked at suddenly having to weigh produce to give the app the per kilogram cost of, for example, a bunch of bananas. Walmart introduced per unit pricing for as much produce as possible in response so shoppers can now scan the food without having to weigh it.

Canadians, especially younger demographics that are rapidly becoming one of the most important consumer groups, increasingly expect a more tech-savvy shopping experience, said Joel Gregoire, associate director for Mintel’s Canada food and drinks reports.

“They’ve grown up at a time when they are very much tied to their technology — to the point where this is all they’ve ever really known,” he said.

“And for grocers to have a competitive advantage or to be relevant, they have to make sure they offer an experience that is linked to their technology.”

But Gregoire said there’s benefits beyond traffic.

Technology could lower labour costs in the long run, as it replaces the need for cashiers. The grocers tended to believe they would redistribute staff formerly tied to the cash register onto the store floor — even further enhancing customer experience.

The data gathered from these apps could help companies learn more about their customers as well, said Gregoire.

If the smart carts and apps can track how customers move through the store, that information can help grocers improve their layouts, he said.

“I’m only kind of scratching the surface in terms of how that can be used, but certainly data is king in retail.”

Aleksandra Sagan, The Canadian Press


Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Interior Health update. File photo.
86 new COVID-19 cases, two more deaths in Interior Health

The new deaths are from Heritage Square, a long-term care facility in Vernon

(File Photo)
Fernie Chamber to host virtual chat with business and physicians Jan. 18

The online conversation seeks to address issues including contact tracing in the community

The number of skiers and snowboarders using the Fernie ski shuttle to get to Fernie Alpine Resort from town is down by 77 per cent this season. (Scott Tibballs / The Free Press)
Shuttle use down 77 per cent as travel advisory bites

The ski shuttle in Fernie is reducing it’s frequency to five times a day as a result

A photo from an early construction stage taken in the fall of 2020. (Photo Contributed)
Elkford’s Meeting Place comes to life

Construction on the outdoor space is set to wrap up this coming summer

The RDEK is accepting applications for the CBT’s Community Initiatives and Affected Areas Programs. File Photo)
CBT’s Community Initiatives and Affected Areas Programs accept proposals

Sparwood reminds residents to apply for the grants prior to Jan. 18 at 2 p.m.

Health Minister Adrian Dix and provincial health officer Dr. Bonnie Henry head for the press theatre at the B.C. legislature for an update on COVID-19, Jan. 7, 2021. (B.C. government)
B.C.’s COVID-19 spread steady with 509 new cases Friday

Hospitalized and critical care cases decline, nine deaths

Seasonal influenza vaccine is administered starting each fall in B.C. and around the world. (Langley Advance Times)
After 30,000 tests, influenza virually nowhere to be found in B.C.

COVID-19 precautions have eliminated seasonal infection

Prime Minister Justin Trudeau listens to a question during a news conference outside Rideau cottage in Ottawa, Friday, January 8, 2021. THE CANADIAN PRESS/Adrian Wyld
Trudeau says Canada’s COVID vaccine plan on track despite Pfizer cutting back deliveries

Canadian officials say country will still likely receive four million doses by the end of March

Jobs Minister Ravi Kahlon shared a handwritten note his son received on Jan. 13, 2021. (Ravi Kahlon/Twitter)
Proud dad moment: B.C. minister’s son, 10, receives handwritten note for act of kindness

North Delta MLA took to Twitter to share a letter his son received from a new kid at school

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Lilly and Poppy, two cats owned by Kalmar Cat Hotel ownder Donna Goodenough, both have cerebellAr hypoplasia, a genetic neurological condition that affects their ability to control their muscles and bones. Photo by Alistair Taylor – Campbell River Mirror
VIDEO: Wobbly Cats a riot of flailing legs and paws but bundles of love and joy to their owner

Woman urges others to not fear adopting cats with disabilities

A COVID-19 outbreak at Vernon's Heritage Square long-term care home has claimed seven people. (Jennifer Smith - Morning Star)
Two more COVID-19 deaths at Vernon care home

Heritage Square has now lost seven people due to the outbreak

Chief public health officer Dr. Theresa Tam provides an update on the COVID-19 pandemic in Ottawa on Friday, Jan. 8, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Canada’s top doctor says to avoid non-essential travel as B.C. explores legal options

Premier John Horgan says he is seeking legal advice on whether it can limit interprovincial travel

Martin Luther King Jr. addresses the crowd during the march on Washington, D.C., in August of 1963. Courtesy photo
Government reinforces importance of anti-racism act on Black Shirt Day

B.C. Ministers say education “a powerful tool” in the fight for equity and equality

Most Read