Smart shopping studied
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Experts say retailers should embrace smart technology or risk frustrating their customers.
Research from Edith Cowan University (ECU) indicates that while many Australian stores have introduced self-service options like checkout counters, these often create more hassle than convenience due to frequent human intervention.
“Most of Australia’s retail stores are not making use of the very advanced forms of smart technology but are relying on rudimentary self-service technologies like the self-checkout counters,” said ECU Professor Sanjit Roy.
These systems, initially meant to ease the shopping experience, often fail to deliver.
Roy’s study suggests that retailers should turn to proven technologies already used overseas.
Smart trolleys, for example, help customers bypass long checkout lines, while smart mirrors enable virtual try-ons for clothing and makeup.
Such innovations could greatly reduce human involvement and improve the shopping experience.
Retailers like Amazon, H&M, and 7-Eleven have been using advanced systems for years.
“Amazon’s cashierless Go stores have provided frictionless shopping in the US since 2016. Customers scan a barcode on entry, pick items, and leave - AI tracks their purchases and stock levels,” Roy said.
The research, published in Technovation, explores Smart Service Value (SSV).
Roy's team found that smart technologies not only increase convenience but also personalise and enhance the shopping experience, potentially improving customer quality of life.
“SSV significantly impacts the quality of life, suggesting in-store smart service applications can contribute to customer wellbeing,” he said.
However, these benefits come with costs.
Retailers face capital expenses, and customers must weigh concerns like privacy and security risks.
The experts say that retailers must implement technology carefully to ensure it enhances rather than detracts from customer wellbeing.