Kroger has shown a willingness in recent years to test out a raft of cutting-edge initiatives to keep pace with the likes of Walmart and Amazon, from pickup-only stores to 30-minute grocery delivery. Add to that list smart-cart technology, which has gained attention of late as it rolls out across Amazon Fresh stores.
The nation’s largest supermarket chain has gradually adopted new checkout technologies. It offers Scan, Bag, Go, a program that lets shoppers scan products with their phone or a store-provided handheld device, at around 430 stores and last year began accepting Google Pay and Apple Pay in addition to its own mobile wallet program, Kroger Pay. KroGO, the new service with its name emblazoned on each tech-enhanced smart cart, takes the next step by automating the tried-and-true shopping cart experience.
KroGO carts, news of which was first reported by Winsight Grocery Business, require shoppers to scan product barcodes before placing them inside. Items that must be weighed, like produce, are entered using the touch screen, with the cart automatically weighing each selection to determine the dollar value. Shoppers are encouraged to use reusable bags, which must be weighed by the cart before shopping, as well as their loyalty cards, which can be scanned in similar to a traditional checkout. When they’re finished, shoppers can exit the store through the self-checkout lane and leave their KroGO cart in the lobby.
Kroger promotes the KroGO carts on its site, as well as via a YouTube video posted in October. The carts currently don’t process gift cards, tobacco products, paper coupons or behind-the-counter pharmacy items. They also aren’t able to process payments through federal benefits programs Women, Infants and Children and the Electronic Benefits Transfer system.
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