Digital shopping carts could revolutionize stationary shopping. Last year, the REWE store in Cologne-Bickendorf tested how such shopping companions are accepted. Is customer behavior changing? What effect do they have on in-store communication and which features are particularly useful? Store manager Daniel Dugandzic provided us with answers to these questions during our on-site test of the shopping cart.
Daniel, why do stationary retailers need such technologies these days?
Customers in Germany expect innovative retailers. Even if they don't immediately welcome every innovation. Our customers are becoming increasingly tech-savvy and are familiar with many functions from their private devices. Bringing these into the supermarket is very exciting for everyone involved.
The digital shopping cart offers many features. Which one do you personally like best?
Many of the features are very innovative and offer obvious added value. The product search takes our customers directly to the shelf via in-store navigation, straight to the item they are looking for. That is impressive. In such a large market with a relatively high frequency, I also really like the fact that we can actively inform or ask our customers. We can place advertisements to find staff, but also set up surveys that interested customers can answer during the short waiting time at peak times on the moving walkway, at the checkout area or in the service department. This has given us another channel for communication.
Digital shopping cart or conventional version: do you see differences in purchasing behavior?
We see many customers scanning or digitally transferring their shopping lists. We see many product searches answered by the tablet, many routes from item to item. Even though these features continue to inspire us, the good old shopping basket is also very decelerating. Customers walk through the store differently.
The pilot phase is over: What is your conclusion? Looking back, would you do anything differently?
The pilot phase was all about testing. Getting to know each other, understanding the philosophy of the other partners, such as the Israeli company Catch Retail INC. The Israeli start-up first had to unite and “translate” (not linguistically) the needs that we have as stationary retailers in Germany and the technical requirements of REWEdigital. On the other hand, we also developed an understanding for the “Catch” team and we quickly realized that we fit together well.
Your tip for other retailers who want to venture into new technologies: What should they consider above all else?
The courage to test also goes hand in hand with the willingness to fail. Sometimes “well-intentioned” is not always “good”. It has been proven time and time again that the time invested in planning and conception pays off twice as much when it comes to implementation. Even if this means that things don't progress so quickly at the beginning, you can see the result at the end, which confirms your approach.
