Sainsbury’s is trialling a new checkout-free system that lets customers pay for their shopping on its SmartShop handsets as part of moves to “reduce friction”.
According to trade publication The Grocer, the supermarket is testing the new payment-enabled devices in its stores in Richmond and Kempston. At the end of their shop, customers tap their card on the SmartShop handset to pay. They can print their receipt at a physical bay or ask for it to be emailed to them.
The SmartShop app, which can be downloaded onto phones, has had a payment function since 2022. However, Sainsbury’s director of future stores and customer experience, Darren Sinclair, told The Grocer that consumer research had found many shoppers preferred to use a physical handset to save their phone battery.
“It’s a bit more ergonomic,” he said. “I think about this as trying to reduce friction, improve payment and simplify the shopping journey, as well as the future potential space.”
Sinclair noted that there are advantages for Sainsbury’s to encourage more shoppers to use the SmartShop facility.
He said: “From a heatmapping perspective, we can see how people shop. We don’t see the physical customer, just see the heat, so we can see which ends are looked at, which screens are looked at and the flow around the store.
“That’s massively insightful when we are working out store formats, or when we are doing Nectar screens for suppliers.”
NamNews Implications:
- An extra little help for customers…
- …a major help for Sainsbury’s.
- And extra insights for suppliers…
- …all in terms of making every trip count.