Morrisons Launches AI-Powered Smart Trolleys in UK First

Morrisons has become the first UK retailer to introduce Instacart’s AI-powered Caper smart trolleys, launching the technology as an in-store trial at its Preston supermarket.

The move marks North American grocery technology specialist Instacart’s first UK retail partnership for the trolleys, which are designed to bring some of the convenience and personalisation of online shopping into the supermarket aisle.

According to Retail Week, the technology enables customers to keep track of their spending, access personalised recommendations and complete their shop more efficiently.

The trolleys automatically recognise products as shoppers place them inside, while an integrated weighing system allows loose fresh produce to be weighed directly in the trolley. Customers can bag their groceries as they shop, rather than waiting until they reach the checkout.

A built-in touchscreen displays a running basket total, helping shoppers monitor their spending in real time. Customers can also scan their Morrisons More Card to access loyalty savings and promotions as they move through the store.

Once their shop is complete, customers scan a barcode displayed on the trolley’s screen at a dedicated Caper checkout lane to make their payment.

Gordon Macpherson, productivity director at Morrisons, said: “Our customers are at the heart of everything we do, and we’re always looking for ways to make their weekly shop easier, more rewarding, and more enjoyable, to give them more reasons to shop at Morrisons.

“Caper smart trolleys do exactly that, giving customers real-time visibility of their spending, instant access to their More Card savings, and a more seamless experience in the aisle.

“We’re proud to be the first UK retailer to bring this technology to our customers, and we look forward to seeing how shoppers in Preston and across Lancashire respond to this innovative new trolley in this in-store trial.”

Research conducted by Researchscape International on behalf of Instacart found that 54 per cent of UK consumers enjoy discovering products they had not originally intended to buy. However, 53 per cent said they had decided against buying groceries because they were unsure whether they could afford them, while 46 per cent identified loyalty schemes as their preferred budgeting tool.

David McIntosh, chief connected stores officer at Instacart, said the smart trolleys represented “a new era for in-store grocery shopping”, creating a physical shopping experience that could become as intelligent and personalised as its online counterpart.

Caper smart trolleys are already operating in more than 100 cities across the United States and Australia through retailers including Kroger, Wakefern Food Corp., Schnucks and Coles.

The Preston introduction will allow Morrisons to assess how customers respond to the technology before considering any wider deployment. Morrisons described the launch as part of its drive to make the weekly shop easier, more rewarding and more enjoyable.