The document proposes an innovative shopping cart system with integrated barcode scanners to optimize the shopping process. It includes low-fidelity prototypes, analysis of problems with current systems, and findings from evaluating the value proposition with customers. Customers were receptive to using a simpler system that could save them time, while the system may allow stores to reduce staffing costs over time. Some store managers were hesitant to change current operations however.

1. Stanford University / Venture Lab / Technology Entrepreneurship / Class of 2012
Solutions for optimisation
of shopping processes
We drive retail businesses through
smart shopping solutions

2. Concept
p
 We offer shopping optimisation system, consisting of innovative
shopping trolleys with integrated bar codes scanners, and
additional services enabling stores to employ those trolleys
optimally.
optimally
 Prevalent shopping trolleys and shopping tills are inconvenient for
customers. Supermarkets do not utilise potential capabilities of
p p p
currently available innovative products whose synergy would bring
benefits to sellers and buyers alike. Our team is analysing reasons
for this
f thi problem and constructing a system which supermarkets
bl d t ti t hi h kt
would be willing to use.

3. Low-fidelity p
y prototype of the concept
yp p
Customised plastic
Overall reduction
handle with a plastic
in weight
basket for keeping
f p g
Adjustable special items
baskets
for specific
category
of items
Barcode/QR reader
for customers to pre-
Compartment for Free bill products
arranging diff
i differentt movement
baskets wheels

4. Proof of concept
p
 The design proposed is one of the concept designs of IDEO, a
premier design house.
 As seen in the previous slide, the design reduces the weight
considerably and hence with that costs in steel Therefore we are
steel.
able to make an advanced system, such as QR/Barcode reader
integrated with the cart, affordable.
g
 Hence, with similar cost as conventional cart, we could make this
innovative cart solution advantageous because it eliminates need
for h
f the conveyer b l at the b ll queues since all products are
belt h billing ll d
pre-billed by the customers.

5. Evaluating our value p p
g proposition
 Quality of our value proposition was tested by discussing our
optimisation of shopping processes’ system with customers.
 Main findings:
1) C t
Customers f l th t generally stores h
feel that ll t have t too llow
counters/customers ratio, leading to annoyance of customers. Our
system will help stores to improve the ratio and increase
customer satisfaction.
2) Customers are disappointed about their time being wasted in
queues and being forced to wait in order to be served especially
served,
when they have only a few things to buy. Sometimes, customers
decide not to shop if they see too long queues. Our system will help
customers save time, therefore, assuming it’s simple, they are
i h f ’ l h
willing to use it.

6. Evaluating our value p p
g proposition
 Main findings (continued):
3) Customers f d current shopping trolleys clumsy, d ff l to “
3 C find h ll l difficult “steer”
”
in some situations, sometimes – too heavy and not suitable to be
used for putting specific kinds of goods. Our shopping trolleys were
designed taking into account convenience and ergonomics as
d d k i d i
well.
4) Currently, average cashier’s wage is 14 €/h in Germany*. Therefore,
y g g y
560 € has to be spent per 40-hour work week to pay a wage (not
considering other taxes paid by employer). Our system will help
stores save money, because less cashiers (as well as shopping tills)
y pp g
will be needed.
5) Some managers do not see any need to make any changes at
all, because current condition looks good to them.
, g
* Source: Salary Explorer, 2012, http://www.salaryexplorer.com

7. Conclusions and discussions of value
proposition evaluation
 Customers a willing to employ new system, given that it is simple,
intuitive, and will lead to time saving and better shopping
g pp g
experience.
 Irrespective of the fact that employing new system would save
money for supermarkets in the long term, the system looks too
disruptive for some managers, “no one else is using it” attitude and
other emotional (not rationally substantiated) statements should be
tackled in order to successfully implement our system and make it
grow.