Morrisons launches AI smart trolley trial in Preston
Morrisons has begun trialling AI-powered smart shopping trolleys at its Preston store, a move the supermarket claims will save customers 'significant time' during their weekly shop. The trial, described as a 'new era for in-store grocery shopping', uses technology from Instacart and is designed to make the shopping experience quicker and more convenient.
The high-tech carts, known as Caper Carts, are equipped with screens that automatically recognise items as they are placed inside, including fresh produce, which the trolley can weigh. The screen keeps a running total of the shopping bill, displays More Card savings, and offers personalised promotions, advertisements, and recommendations. At the end of the shop, customers scan a barcode on the trolley at a checkout lane to pay.
Industry experts and Morrisons respond
Toby Pickard, retail futures senior partner at the Institute of Grocery Distribution (IGD), described the carts as 'very easy to use'. Gordon Macpherson, Morrisons' productivity director, said the trolleys give customers 'a more seamless experience in the aisle'. These endorsements suggest the technology is not only user-friendly but also enhances the overall shopping journey.
However, the trial raises questions about the necessity of AI trolleys in a market where scan & go devices are already widely available across UK supermarkets. Morrisons is one of the few major UK chains that does not currently offer a scan & go option, which may explain its interest in this alternative technology.
Comparison with existing scan & go technology
For UK shoppers, smart carts offer a similar experience to scan & go, with the key difference being that customers do not need to scan each item individually. This hands-free approach could reduce friction at the point of selection, potentially speeding up the shopping process. Yet, the adoption of smart carts has been slow among UK retailers.
Waitrose, for example, recently ended a trial of smart carts with Israeli technology company Shopic at one of its stores, despite having already rolled out scan-and-go devices across hundreds of locations. This suggests that while the technology has been available for years, supermarkets are cautious about its widespread implementation, possibly due to cost or customer uptake.
Potential impact on grocery shopping
If successful, the Morrisons trial could pave the way for a broader rollout across its stores, potentially transforming how customers shop for groceries. The ability to automatically tally items, including weighed produce, could reduce checkout times and improve accuracy. Moreover, personalised promotions displayed on the trolley screen could increase customer engagement and sales.
However, the question remains whether UK shoppers will embrace this technology or prefer the familiarity of scan & go. The trial at Preston will provide valuable data on usage patterns and customer satisfaction, which will inform Morrisons' future decisions. As the retail sector continues to innovate, the smart trolley could become a common sight in supermarkets, but only time will tell if it truly revolutionises the weekly shop.
