Amazon.com is removing “Just Walk Out” technology from its Amazon Fresh stores as part of an effort to revamp the grocery chain. The company’s well-known technology lets customers pay for items without standing in line and sends them receipts afterwards. Amazon says Just Walk Out will now be replaced by smart carts that allow customers to skip the checkout line but also see their spending in real time. The change only affects Amazon Fresh locations, and not Amazon Go, which are smaller convenience stores. It also does not impact the more than 130 third-party retailers that Amazon partners with for use of its “Just Walk Out” technology at such locations as airports, college stores and cafes.
Total Retail’s Take: According to Amazon, this change to the Amazon Fresh in-store shopping experience was dictated by feedback the retailer was receiving from its customers. Specifically, Amazon Fresh shoppers wanted the ability to easily find nearby products and deals, view their receipt as they shop, and know how much money they saved while shopping throughout the store, features that weren’t available via the Just Walk Out technology, according to the USA Today. Finding the right blend of technology that offers consumer convenience and speed without losing the tactile experiences and information gathering that’s integral to shopping is a constant challenge for retailers, including Amazon (and all the resources it has at its disposal). Smart carts would seem to be a happy marriage between the features consumers want while also offering the benefits of automation (e.g., cost savings) that retailers value.
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