Second day in London and I need to grocery shop.
I slam down the double espresso and march over to the Marks & Spencer on King’s Road.
The first thing I see is a gentleman in an M&S-green polo with the words “Loss Prevention” embroidered into the garment. He locks eyes, beams, and welcomes me in.
On the way out, he thanks me like I’m a regular: “Thanks for stopping by today!”
I found this to be a standout element of the experience at M&S. It stands alongside the innovations in food, self-checkout kiosks and availability via home delivery thanks to Ocado.
This is worth mentioning because grocery is the perfect stage for the high-tech/human-touch balancing act.
Consider dynamic electronic shelf labels (ESLs). Which are a mainstay in Europe and signaling what will come to North America.
Norway’s REMA 1000 can change prices up to 100 times a day during peak hours. U.S. players like Walmart, Kroger, Whole Foods, and Lidl are scaling up; Whole Foods and Lidl are testing, with Lidl aiming to outfit nearly all U.S. stores by late summer 2025.
The benefits are what you would expect from using tech.
Cost savings and a reduction in manual labour because workers don’t have to replace physical price stickers. Also, there is the benefit of smarter markdowns and reducing food waste. Discounts of up to 90% at day’s end to clear near-expiry items drives activity.
But here is the thing that I find interesting. Early trials using ESL’s found that human touch is still essential. Customers often miss the digital discount and a physical sticker is still required to signal the change. Otherwise, customers don’t see the discount and don’t purchase.
The parallel holds with self-checkout. A human presence is require with a couple of associates nearby. Costco staff go next level and will scan heavy items straight from your cart.
High tech vs. high touch continues to oscillate elsewhere.
Save A Lot’s new, robot-powered Brooklyn warehouse assembles 50-item online orders in under eight minutes. Humans are still needed to finish order assembly. Meanwhile, Trader Joe’s will stay offline-only, Amazon has stepped back from “Just Walk Out” in Amazon Fresh, and Walmart’s micro-fulfillment sites next to stores let robots pick bestsellers while people grab the rest.
I could compile a more exhaustive list, but the point here is that there is no universal formula or singular answer.
Every retailer and brand has to find its own version of “balance.”
Back to M&S.
Yesterday, my greeter cheerfully warned, “We’re closing in about seven minutes!”
I didn’t know that before walking in!
Well, I better get my butt in gear.
Four minutes later, five items in hand, I self-checked and headed out.
On the way out I hear: “Great job shopping—you moved quick! Thanks for stopping by!” “
Great job shopping, indeed.” I said to myself.
Let’s see AI give me the warm and fuzzies like that.
