Safeway testing "smart" shopping cart.(Magellan)(Brief Article)

Food Institute Report, The, November, 2002

Pleasanton, CA-based Safeway Inc. is quietly testing a "smart" shopping cart, called the Magellan, at two of its northern California stores, in Moraga and Cameron Park. The Magellan shopping cart features a book-sized computer on the front handle and a side slot where shoppers swipe their Safeway "club" cards. The shopping cart's computer reads the club cards and accesses the buying histories Safeway has compiled on most of its customers. Then the cart displays four grocery items offered at sale prices unavailable to anyone else. The computer also provides a guide to each consumer's most frequently purchased items and monitors the shopper's steps through the aisles, flashing ads to promote nearby merchandise, reported The Morning Call (Nov. 11).

Safeway and...

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