With the influx of ultra-convenient delivery platforms challenging traditional shopping missions, UK supermarkets are experimenting with technology-driven formats to appeal to a diverse range of customers who have varying convenience needs and comfort levels with tech.
Amazon Fresh was first to market with its fully autonomous, check-out free stores. The model was soon in development by the other major brands, and Aldi is the latest to join, bringing the technology to the value convenience market. The brand has launched its first checkout-free convenience store in Greenwich, London. Called ‘Shop&Go’, customers must download and create an account on the Aldi Shop&Go app to enter. Once inside, cameras track what customers pick up and automatically charge items to their account when they leave. When buying age-restricted products, customers have the option to have ID checked by staff or use facial age technology.
Convenience is no less important for full-scale store, Marks and Spencer has unveiled an in-store augmented reality (AR) shopping app at its Westfield London superstore. The app guides customers around the store, taking them directly to items on a pre-uploaded shopping list. In addition, an AR filter is applied to the smartphone camera and is used to indicate where specific items are on shelves.
To compete in a saturated convenience landscape, brands need to understand the complexity of convenience missions and mindsets and design their store formats flexibility with this in mind, otherwise they risk alienating key target audiences.
Get in touch with Household if you would like to work together to define the role of technology in engaging and serving your target customers, and their shopping mindsets, across channels.
Also in the news:
M&S launches in-store AR shopping app at Westfield London
Aldi opens its first Shop&Go store in Greenwich, London
Selfridges unveils first livestream shopping show in Cantonese
Fashion brand Anya Hindmarch opens ‘Dry January’ off licence store
Hyatt plans to open a Hello Kitty hotel under its JDV brand
Hilton opens its first lifestyle hotel in Lisbon under the Curio brand
Playful hotel brand, Mama Shelter launches in Lisbon
Nike launches focuses on mental health in latest campaign and app update
Everyman Cinema diversifies its offer and launches a Vegan Menu
Microsoft will acquire Activision Blizzard for $68.7 billion
Delivery company Gopuff launches its own private label FMCG brand
Image courtesy of Aldi