Just when you’d mastered the art of couponing, grocery stores roll out another wave of tech gizmos and widgets.
It’s not only conveniences like curbside pickup and grocery delivery; the in-store experience itself has been made more efficient.
These innovations can simplify errands, but they can also be a big distraction. You may remember the hot dogs but forget the buns — all because you were playing with flashy features instead of following your shopping list.
Notice these developing technologies next time you roam the aisles. Can you resist their glittering appeal?
Smile — Cameras That Seem to Know Everything
If you’re inside a grocery store, there’s a strong chance cameras are recording you. Historically, security cameras were there to deter shoplifting. Today, however, retailers want to use imagery of customers to deliver immediate marketing.
You’ve probably walked past facial recognition cameras without giving them a thought. Once you understand their capabilities, it can feel unsettling. One facial recognition technology vendor offers a system that estimates a passerby’s age range, gender, posture, smile and facial hair. Usually these cameras don’t collect specific personal identifiers — they make educated guesses about what kind of shopper you might be based on appearance and behavior.
On the surface, these cameras capture how shoppers respond to products or promotions without announcing their presence. In more advanced setups, they can notify staff when a VIP — say, a frequent loyalty program user — walks in. But privacy groups argue that not informing customers about cameras and their uses violates privacy rights.
Keep an eye on how retailers balance personalized service and customer privacy as this technology evolves.
How to stay composed: Watch how your local store employs loyalty programs and targeted marketing. Most grocers aren’t tying facial recognition to loyalty programs yet, but as cameras become more common, know what you’re opting into.
Electronic Shelf Tags Can Be Tempting
Paper price tags make you squint and create extra work for store employees. Enter electronic shelf tags to simplify the job.
Some look like small plastic squares clipped to the shelf edge; other models are long, digital strips along the shelf front.
Top-tier digital tags offer extra details with a tap — ingredient or allergen information, sale timelines or even customer reviews. Others concentrate on pricing with seasonal or brand-focused graphics.
A major perk of digital tags is that stores can change prices almost instantly. That reduces the staff time required to switch sale pricing and lowers the chance you’ll encounter pricing errors at checkout.
While shoppers probably won’t see prices change by the minute, you may notice promotions and ads tailored to you while you browse. Some shelf-front tech is sold alongside facial-recognition tools that can detect an approaching shopper’s age, gender or even race to tailor advertising.
Kroger plans to add shelf-edge displays in 200 stores this year.
How to stay composed: Don’t let flashy signs throw you off! Stick to your list and treat targeted messages skeptically. Grocers can market to you, but you decide what ends up in your cart.
No More Waiting in Line
Anyone who’s wrestled with self-checkout knows it can be irritating. Grocers are trying to make checkout smoother.
Stop & Shop and ShopRite have offered scan-as-you-go shopping for years. After local trials, Kroger will broaden its Scan, Bag, Go program this year, letting shoppers scan items with a smartphone app or a store handheld device.
You can view a running total while you shop and bag as you go, then pay at a self-checkout kiosk.
Soon, you might skip the register entirely. See ya later, lines!
Amazon already lets customers bypass checkout at its cashierless stores. The company opened its first checkout-free shop in Seattle and will expand Amazon Go locations to Chicago and San Francisco.
Shoppers enter by scanning the Amazon Go app on their phones. From there, Amazon’s cameras and sensors monitor what customers take off shelves. When you leave, your purchases are automatically charged to your account.
How to stay composed: New tech tools are entertaining, but don’t get carried away. If you’re scanning for the novelty, double-check your virtual cart and remove anything you don’t want before completing your purchase.
Also remember to compare in-store offers with online and loyalty perks. If you participate in grocery fuel rewards programs, you might find extra savings or incentives that affect what you buy.
Jordan Ellis is a senior writer at Savinly, reporting on retail and grocery trends.
