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WHAT DO GROCERY SHOPPERS WANT?
TECHNOLOGY
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SOWINSKI
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new survey by Phononic shows that when it comes to grocery stores, what shoppers are really hungry for is technology. Half of the 1,000 shoppers across the United States surveyed say grocery stores haven’t yet figured out how to use technology compared to other retailers, which underscores the disadvantage the sector finds itself in as e-commerce continues to boom. According to Tony Atti, founder and CEO of Phononic, a global leader in solid-state cooling technology, “As e-commerce innovation continues to disrupt brick-and-mortar retail in response to consumers’ desire for a more convenient and personalized shopping experience, traditional retailers are adapting to stay relevant.” One technology that grocery stores are starting to roll out to keep pace with shoppers’ demands is scan-and-go technology. The January opening of Amazon Go in Seattle—the cashier-less convenience store that tracks shoppers’ purchases with sensors then charges their Amazon account as they exit the store—is one such example. Analysts expect that scan-andgo technology will take off this year, with Kroger, Walmart and B.J.’s Wholesale Club among those leading the charge. The technology has improved significantly in the past few years and so too have the features, which can keep a running tally of what shoppers have in their basket and provide detailed information on products, then allow shoppers to bypass the check-out lane, and pay from their phone or stop at a
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self-checkout lane or kiosk to complete the transaction. The benefit for the grocery retailer is two-fold: it frees up employees from manning cash registers so they can concentrate on more value-added work, and it saves sizeable investments in hardware because all that’s needed is a downloadable app. Phononic’s survey revealed other insights, especially around convenience. For example, most shoppers (89 percent) want to shop in a grocery store that understands how to make buying groceries an easier and/or more efficient experience, and 92 percent say it’s important that the layout of the grocery store makes it easy to find items. The survey also queried those polled about temperature control and safety. Ninety-two percent say it’s important that there is consistent temperature control for all cold products, and 74 percent say grocery stores should do a better job of letting shoppers know that the refrigerated and/or frozen foods have been kept at a consistent temperature. Indeed, 63 percent polled say they sometimes worry that the food they buy may not be safe and/or clean. While the grocery sector has some catching up to do on the technology front, the rewards for those that are determined to rise to the challenge are worth it when you consider how loyal shoppers are to the retailers that get it right. Enjoy the read.
LARA L. SOWINSKI, EDITORIAL DIRECTOR LSOWINSKI@ACBUSINESSMEDIA.COM
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