Between the Upland store grand opening, my musings on Amazon One, and a combination of the two, I have focused on the Amazon Fresh retail chain lately.
But I haven’t touched on the demise of Just Walk Out.
Not because of shrinkage, but because shoppers want control…and Just Walk Out took control away.
It’s masterful, really. You just throw your purchases into your cart, and a battery of cameras record and price everything automatically.
In reality, a battery of cameras and third world workers record and price everything semi-automatically. But I digress.
Anyway, all your purchases are recorded and totaled, and your payment method is charged as you just walk out.
THEN you find out how much you just spent.
Guess what? Customers didn’t like the surprises. They wanted to know how much they were spending BEFORE they were charged.
Customers wanted a better solution:
“Shoppers said they preferred being able to track their spending during a shop, access receipts instantly, and easily find products—all things that are harder with a fully automated system.
“The new solution—smart trolleys known as Dash Carts—lets customers scan items as they shop, view their basket total in real time, and pay using contactless payment at the end.”
The love for Amazon Dash Carts horrifies engineers, who are shocked that customers rejected the technological marvel that was Just Walk Out.
Except that customers don’t want features. They want benefits…such as being able to control their spending.
And if the manual Dash Carts offer better benefits than the automated Just Walk Out…then Just Walk Out does exactly that and leaves the premises.
And if you need to communicate the benefits of your technology solution…
Bredemarket can help:
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