Doesn't look so high tech - maybe it's a stealth cart.
Some time ago, a pilot project was undertaken to test the viability of adding interactive devices to shopping carts. The premise was that consumers would enter the items that they want to purchase online and then on arrival at the store they would pick up a device-equipped cart, scan an ID card and then go about their business. As they proceeded through the store they would be presented with offers and notifications related to their preferences. Seems reasonable but let's review some of the more critical points.
- Customers must type in their lists online
- They require a distinct ID card
- Shoppers check off items placed in their cart
- Console provides a running total
- System checks items off the list
- Requires RFID to sense shopper's location
- Sends targeted advertisements while shopping
- Requires a shopping cart console
- System expedites checkout
- Advertisers will get more feedback
- The cost of the individual cart-consoles
- The durability and maintenance of cart-consoles
- Verification of what's really in the cart
- Difficulty with sufficient item detail
- Customers must belong to specific vendor programs
- Limitations of individual vendors implementation
- Differing systems of barcodes and RFID
- Advertisements may extend time involved
- Coupons are not tied into the system
- The time to create online list is an issue
- After creating the online list just have it delivered
One of the goals for this model to eliminate the cost of cashiers at the checkout counters; however, we fail to see a route to success with this technology. While efficiencies may be gained in expediting the checkout process, there is still an issue of verifying the items in the cart. Notwithstanding the honesty of consumers, there are few retailers that would consider the honor system acceptable and it is far too easy to omit scanning an item or two.
To ensure payment for all goods in the cart there must be some method of visual inspection. Many retailers have instituted automated checkouts where customers scan products themselves and often one person can supervise several kiosks but each item must be scanned individually and so there is only minimal advantage to the customer.There is always an issue when you deal with shared electronic equipment, not to mention the rough handling that shopping carts often receive. And lest we forget inclement weather and the fact that even ruggedized devices do have issues. The point is the console itself is an expense and its maintenance and replacement must also be factored in to any realistic solution.
On the other hand, TAG operates on the customer's device so not only is there no maintenance but there is no initial expenditure on the part of the vendor. Any windows phone can play the role of console.While we have no doubt that you would see you listed items in the console, there is the issue of precision, combined with the difficulty of accommodating changes. For instance if you console reports a package of 3-quart bags of 2% milk but for some reason all that's available are 2-quart cartons, you have to choose 1 or 2 (2 quarts or 4). What is the procedure to change this and how much extra time is required? What happens if you list a 20 oz. can but picked up a 28 oz. one?
The point here is that if products were TAGged then shopping would be a matter of scanning the TAG as you fill your cart. You could have a pre-made list to work from or just add items as you go. You don't have to be concerned about any changes, they could be handled by the application.The process of creating a list of item online seems reasonable but it is time consuming and requires precise choices be made. If you want to try it sign up with a local online grocer and test their system. It's a fair trade-off if you are getting the goods delivered but after filling everything out, if you still have to go gather things up yourself, we suspect most wouldn't bother.
If you did want to create a list over time, TAG would make it a lot easier. Just scanning items as you use them, or using the existing packaging to accumulate items is a practical solution.Both the proposed console system and TAG could accommodate multiple users. The console system would need to coordinate multiple ID cards but that is reasonable and a system based on TAG would simply include an authorization. The console app would appear to be more proprietary than TAG, which would have many more options for sharing and information transfer and therefore allow anyone in the family to add or use the system.
Since TAG allows consumers to use their own devices, vendors have no need to purchase and maintain expensive consoles. This would have to be the key to adoption by both consumer and retailers. Since Windows Mobile is a programmable platform, it could certainly host any application intended for the console. Ultimately, the console will be a difficult sell to retailers.
The issue of typing a list with the necessary precision is out of the question; however, customers could certainly make selections from online listing. And some online stores already allow users to maintain history of selected items making the process even more manageable. Then again, any such solution could migrate to the phone as well, so again, there is no advantage to the console and TAGs are just easier to use.
The console could use RFID to define the location of the consumer in a store and thereby provide notifications of discounts and product details. In order to accomplish that inventory would need to be geospatially located within a store but when that information is defined then a TAG solution without the cost of RFID becomes available as well.
Given that you have a list of your items, then you could be provided with a route through the store that would work with your list, reordered to coincide with the route. As you pick up and scan each item, any discounts could be made available as the item comes into focus as the next on your list.Any discussion of coupons needs to consider multiple sources and other facilities that TAG can provide. Manufacturers can place TAGs on their products and determine dynamically how they choose to handle the reader's activity. Regardless of whether manufacturers are involved in the retailers operation, they can directly interact with customers through TAG.
What this means is that either in conjunction with the shopping cart system or without coupons could be delivered when you a customer scans TAG on a product, so there is no real need to for expensive RFID. In-store specials can also be delivered to a mobile device in conjunction with the shopping cart application. In addition to discount coupons, a list of in-store specials could very easily be obtained by consumers as they enter the store, allowing them to match items they have on their list. As well, given the potential for product classification of items, comparative items could also be identified in the same process.TAGs, in combination with Lists and Coupons, offer consumers the potential to perform comparison-shopping. Experience shows that in some cases one vendor's regular price can be less than another's sale price, so it becomes important not to judge a coupon or an in-store sale without comparison. Coincidently, consumers may have less brand loyalty than price affinity, so ensuring that consumers are aware of discounts is important.