Sainsbury's brand offers us (presumably) another example, since the British supermarket chain is currently testing carts equipped with touch pads for docks. A rechargeable battery powered by solar panels ensures that devices are always on. To avoid possible collisions, the device is well equipped with sensors that can alert the user of an impending impact distracted.
Ingenious, yes. Only:
These carts have been developed by Sky TV in order to promote its TV service Sky Sports online Go The proposed content will be exclusively sports, although advertisements for Sainsbury's products are likely to be included. No segmentation of content depending on the age or gender, no benefit to the user either, except for pure entertainment.
Who says entertainment says less attention given to radiation, less susceptibility to POS and merchandising, and therefore risk of lower purchases.
It is the consumer to bring your own shelf. Risk of theft requires a small detour to the produce section once you arrive at the cash register is to be avoided.
The sound output is through integrated speakers. Hello cacophony.
Finally, the docks are only compatible with the iPad. A significant shortfall, even if the terminals of the Apple brand to this day remains the best selling in this market.
In fact, this innovation is not really one, since the Korean company SK Telecom and Lotus supermarket had launched a month ago in China a similar device called Smart Cart. The idea was not to entertain but to help customers in their shopping carts with developing an integrated touch device to move the place of sale, information on products and receive promotional offers.
It is difficult to explain why Sainsbury's has decided to distort the application of a clever innovation also made for interactivity, not passivity. It seems clear that the objective of a consumer in a supermarket is not to entertain but simply to make purchases quickly and efficiently (and if possible, through savings).
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