Waitrose Quick Check Mobile Scan App Combines Best Of Physical & Online Retail

There is one disadvantage to the Quick Check app however. Some people will prefer to use a dedicated unit because of the personal nature of smartphones. Cameras are much more fiddly than a barcode scanner, battery life can be impacted, people need to make calls and texts, and a phone could be damaged in the supermarket.

Thomson agrees, but doesn’t see it as a problem.

“We see this as complementary,” he said, adding that research showed people with smaller baskets were happy to use their smartphone but those with more items prefer the store-issued device.

Online v Physical

This move to ‘online style’ features is part of a recognition that physical retailers have to embrace changing habits but also realise there are several advantages to brick and mortar.

“We’re seeing a shift in thinking in what is the purpose of a physical retail store,” Thomson added. “If retailers treat their store as somewhere someone buys a product, walks out and [there is no emphasis] on customer service,  they will struggle in the future as online becomes more convenient.”

“The physical store has multiple purposes. It’s somewhere I can shop, learn about the product, check material, weight and spend more time getting to know the product.”

Waitrose for example offers ‘click and collect’ delivery from John Lewis, a reception desk and some of the newer stores have wine bars, sushi counters and cookery clubs. The Waitrose loyalty card scheme doesn’t offer a point system, but instead tailors offers, gives discounts on services like dry cleaning and allows customers a free cup of coffee.

This makes it appear as though it’s a club and will encourage repeat visits.

“Price becomes less of an issue,” concluded Thomson. “I think it’s making the stores a lot smarter. It’s about customer interaction and doing it in a way that isn’t offensive to the customers who are building a joint-level of trust.”

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