A leading retail expert expects Australian consumers to overcome their initial hesitancy to AI-powered smart trolleys, believing they will deliver a “big leap” in the way we shop.
Coles announced on Wednesday its new carts will allow customers to track their spending in real time, pack as they go and skip the checkout line for a “seamless” experience.
WATCH THE VIDEO ABOVE: Coles announces brand-new AI-powered smart trolley.
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They have been pitched to customers as a time-saver, budget buster and new standard of convenience.
Sensors and in-built scales scan groceries as they are placed into the trolley, and a digital screen shows you a running total of your bill, in-store specials and points you to the aisle of the product you are looking for.
You can also pay for your items through the trolley before taking your purchases to the car.
“As the first retailer in Australia to introduce AI-powered trolleys, we’re excited to offer our customers a convenient and engaging way to shop in-store, helping them save time, manage their budget and checkout faster — or at their own pace,” Coles chief digital officer Ben Hassing said.
“We are committed to testing and learning through innovative solutions to make sure we are delivering on customer needs, increasing convenience and helping customers discover more value through their shop at Coles.”
A 7NEWS video demonstrating how they work was shared to social media on Wednesday, and showed not everyone is as excited about what could be the future of shopping.
“No thanks”, “what a joke” and “we don’t work for you” were just some of the safe-for-work reactions from hesitant consumers.
As the major supermarkets are put under the spotlight from the ACCC investigating price gouging, other shoppers said the focus should instead be on reasonably-priced groceries.
Sunrise technology editor Shaun White said he was a fan of skipping the checkout line and being able to find the specials based on what aisle you go through.
However, he believes there is still a major question over the smart carts.
“When it comes to technology, because we’re always talking about these features that are improving our lifestyle just a little bit … do we need this?” he said.
“Do people actually just track their spending on their phone — is this that convenient, or is this just a waste of time?”
Queensland University of Technology Business School retail expert Gary Mortimer expects Australian consumers to adapt, as they have with scan and go technology and self-serve checkouts.
“The smart cart is an extension of the self-service checkouts. They were divisive — some people love them, other people hate them,” the professor told 7NEWS.com.au.
“It can be difficult to accept. Some will find the smart carts useful, others will find them not so user friendly and hard to use.
“As they become the norm, people will get used to them.”
Developed with Instacart, which has helped deliver similar AI-enabled shopping carts for major US chains, the trolley will be trialed at Coles Richmond Traders in Melbourne from January.
Mortimer said the trial would be an important data-gathering period, looking at adoption rates and identifying kinks in the system.
Beyond the benefits for shoppers, Mortimer highlighted how the digital technology would allow supermarkets such as Coles to deliver push notifications to shoppers as they browse the shelves.
“Research shows people are more inclined to make an impulsive purchase if they’re offered a personalised deal at the point of purchase,” he said.
Scan and go
Woolworths launched its own version of the smart trolley in 10 Sydney supermarkets in August and said customer feedback during its ongoing trial has been “overwhelmingly positive”.
“Young families in particular in our trial stores have told us the Scan&Go Trolley is helping them balance their budget, as they can track their spend and is saving them time by scanning and bagging as they shop,” a spokesperson said.
“It complements our other options, including being served by a team member at an assisted checkout, using the self service check out, pick up via ‘direct to boot’, or online delivery.
“We are still collecting feedback from our customers and team with the view to introduce Scan&Go Trolley in more of our supermarkets nationwide, along with the ability to pay for groceries on the device beginning later this month.”
Mortimer said Coles’ smart cart was currently more advanced than its competitors’, with its in-trolley scale and payment option, and is likely a “very expensive” asset.
“I think it is a big leap (in the way people shop),” he said.
“Retailers are fond of employing technology when it can be used to create a positive customer experience, one that removes pain points.
“You can have a great looking store but if you get to a long line at the checkout that experience can be undone.”