In the era of seamless retail experiences, Amazon has continually led the charge, revolutionizing the way we shop through innovative technologies. In the latest move, the tech giant is replacing “Just Walk Out” technology with “Dash Cart” in all larger physical grocery stores. This smart shopping cart, launched in September 2020, enables customers to bypass the checkout line and keep track of their spending in real time.
Amazon’s decision to fully transition from Just Walk Out to Dash Cart technology is limited to Amazon Fresh stores, the company’s grocery outlets in Seattle, Washington. Amazon Go stores, smaller convenience stores, will not be affected as of now. The company has confirmed that out of the over 40 Amazon Fresh stores in the United States, 27 currently equipped with Just Walk Out technology will soon transition to Amazon Dash Cart.
Additionally, Amazon plans to expand the technology to more third-party retailers. Currently, there are over 130 third-party locations in the U.S., U.K., Australia, and Canada employing Just Walk Out technology, with new locations launching monthly. These encompass various settings such as travel retailers, sports stadiums, entertainment venues, conference centers, theme parks, convenience stores, hospitals, and college campuses.
Amazon Dash Cart in Grocery Stores
For those unfamiliar with “Just Walk Out” technology, it enables customers to shop and leave without the hassle of going to a register. In this system, artificial intelligence (AI) technology handles the task of sending customers their receipts after they have taken items off the shelves and exited the store. However, with the introduction of the new innovative Dash Cart, Amazon customers will now be able to scan their items as they shop and view their total expenditure and potential savings directly on a screen, as detailed in Amazon’s announcement.
The Dash Cart incorporates a blend of computer vision and sensor fusion to identify items placed inside it. Customers can simply pick up an item, scan it using one of the Dash Cart cameras, and place it in the cart as they normally would. Upon completing their shopping, there’s no need to queue at the checkout line. Instead, customers proceed through the designated Dash Cart lane and exit the store effortlessly. Moreover, customers retain the option to check out with a cashier or use self-checkout lanes, Amazon clarified.
Launched in 2018, Amazon’s Just Walk Out technology in its retail stores proved to be a game-changer in terms of customer shopping experiences. However, after just five years, Amazon has made the surprising decision to phase out this technology from its Amazon Fresh stores. So, what’s behind this sudden shift in strategy?
The answer lies in the increasing time consumption associated with the Just Walk Out system. The process involved outsourced workers based in India, who reportedly spent hours compiling tracked data to generate receipts for customers, often received much later.
A recent report by Business Insider revealed that despite Amazon’s claims of relying solely on computer vision for its ‘Just Walk Out’ technology, human workers in India were secretly involved in the process. Approximately 1,000 workers in India were responsible for reviewing customers’ actions, such as what items they picked up, put down, and ultimately walked out with from the Just Walk Out-enabled stores.
According to The Information, around 700 out of every 1,000 Just Walk Out transactions in 2022 required verification by these workers. However, Amazon’s spokesperson disputed this claim, stating that the India-based team primarily assisted in training the model used for Just Walk Out. The spokesperson added that associates might occasionally validate a small number of shopping visits where the computer vision technology cannot confidently determine an individual’s purchases.
Amazon Prioritizing Customer Satisfaction
In an email, Amazon stated that it decided to discontinue the technology, which is utilized in Amazon Fresh and Amazon Go stores, in response to customer feedback.
“We’ve invested a lot of time redesigning a number of our Amazon Fresh stores over the last year, offering a better overall shopping experience with more value, convenience, and selection, and so far we’ve seen positive results, with higher customer shopping satisfaction scores and increased purchasing,” Jessica Martin, Amazon spokesperson, said in a statement.
Jessica Martin addressed customers’ desires for additional features beyond simply skipping the checkout line with the Just Walk Out technology. She stated that customers expressed interest in easily locating nearby products and deals, viewing their receipts in real-time as they shop, and tracking their savings throughout the store. These insights contributed to Amazon’s decision to shift its strategy and prioritize delivering a more comprehensive and customer-centric shopping experience.
In A Nutshell
Amazon’s decision to fully replace “Just Walk Out” technology with “Dash Cart” in large grocery stores marks another milestone in its commitment to enhancing the retail experience. As the company continues to evolve its offerings, it remains dedicated to meeting the ever-changing needs and preferences of its customers. The transition to Dash Cart not only streamlines the checkout process but also introduces new features that empower shoppers with real-time insights and convenience. As we look ahead, it’s evident that Amazon will continue to lead the charge in revolutionizing the way we shop, setting new standards for retail excellence in the digital age.
