Morrisons Rolls Out AI-Powered Shopping Trolleys in UK First

Customers now scan their Morrisons More Card directly on the trolley, instantly accessing loyalty savings.

Payment for purchases concludes with a simple barcode scan from the trolley's screen at a dedicated checkout lane.

A touchscreen on the trolley displays a live running total, allowing for loyalty offers and personalized suggestions as shoppers navigate the aisles.

The initial rollout of these innovative trolleys commenced at the Morrisons store in Preston, with approximately 30 'Caper Carts' involved in an initial three-month testing period for loyalty members.

David McIntosh, a pivotal figure in the technology's development, declared, "Caper smart trolleys represent a new era for in-store grocery shopping - one where the physical store is as intelligent and personalized as the best online experience."

McIntosh further elaborated, "Customers want technology that helps them stay on budget and discover products they love, and Caper smart trolleys deliver both, directly in the aisle."

This initiative integrates digital solutions into physical retail spaces, aiming to bridge the gap between convenience and traditional shopping.

Gordon Macpherson, speaking for Morrisons, affirmed the company's commitment to customer satisfaction, stating, "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."

Macpherson highlighted immediate benefits, noting, "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."

This partnership, bringing the technology to the UK, represents a collaborative effort to innovate the retail landscape.

David McIntosh expressed pride in this collaboration, stating, "We're proud to bring this to the UK for the first time through our partnership with Morrisons, who share our belief that technology should make the weekly shop not just easier, but genuinely more enjoyable."

Morrisons positions itself at the forefront of retail innovation within the UK market, challenging established norms and setting a new industry benchmark.

Gordon Macpherson concluded, "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."

This trial will provide crucial insights into customer adoption and the overall impact of AI-powered shopping, offering valuable data for subsequent rollouts.

However, this technological investment arrives as Morrisons undergoes significant staff redundancies and job consultations, including 200 roles at its Bradford headquarters and the closure of 100 convenience stores.

The company implements a cost-cutting and automated restructuring process under CEO Rami Baitiéh, with some public commentary suggesting a perceived misalignment of priorities.

One Reddit user claimed the company would "rather invest in anything other than their staff!" Another Reddit user, claiming to be an employee, stated the company cannot afford to have two staff members on duty but can afford AI trolleys.

Concerns have also been raised that customers desire more staff, well-paid staff, stocked shelves, and working fridges/freezers over AI trolleys.

A Morrisons representative addressed these concerns, stating, "This is a small scale trial in a single store. We continue to invest across our business, recently agreeing a new pay deal for our supermarket colleagues and doubling the store maintenance budget."

Despite the company's assurances, another Reddit user, claiming to be a Morrisons employee, suggested the new trolleys would be stolen within three months, providing an excuse for Morrisons to not give pay rises.