Stop & Shop and Giant Food have added handheld scanners at 250 stores to help consumers track the cost of their purchases as they shop while also providing them relevant coupons and promotions on items throughout the store.
The devices branded as "Scan It!" were introduced in stores going back to last fall. The scanners, which were developed by Modiv Media and Motorola, are being used on roughly one million shopping trips per month between the two chains.
To make use of the system, customers use their loyalty card to pick up a scanner as they enter the store. The device presents them with exclusive offers based on their purchase history and current shopping behavior. Shoppers are presented money-saving coupons as they near promoted items located throughout the store. As customers pick up items, they scan them and bag them in the cart. Purchases are totaled as they go, helping to speed the checkout process.
"One of our key goals at Stop & Shop is to increase customer loyalty," said Bob Anderson, director of customer relationship management at Stop & Shop, said in a press release. "Scan It! allows Stop & Shop to differentiate itself from the competition, by producing a superior shopping experience that results in increased savings for our customers."
"We had customers ask for it," Bob Bennett, director of front-end operations and customer service for Giant Food, told The Washington Post. "Customers have wanted another self-checkout type solution."
Food Lion and Bloom also make use of handheld scanners in some of their stores.
Discussion Questions: What do you see as the biggest potential benefit to be gained from the use of handheld scanners in retail stores? How can these devices and supporting programs best be used to provide an improved customer experience?
How big of an effect will handheld scanners have on a retailer's ability to differentiate in today's market?