Schwerpunkt Der Kunde im Internet der Dinge Schwerpunkt Der Kunde im Internet der Dinge

he first store providing an Inter- nides, & de Hoog, 2004; Scholz, 2017). Prof. Dr. Marcus Schögel net of Things (IoT) shopping To pay special attention to the check- Director experience has recently been out process also makes sense from the Institute of Marketing Cashierless Stores – Topened to the public. The Amazon Go company’s perspective. First, the peak- University of St. Gallen store, using an app, cameras and sen- end rule highlights the importance of [email protected] Ifm.unisg.ch sors, provides IoT-based shopping that the check-out because it states that the New Way mainly aims to reduce queuing times at what customers tend to remember most the cashier desks (Dougall, 2018; NZZ, is the way an experience ended (Boura- Severin Lienhard 2018). Besides this US concept, a vari- oui, Eriksson, Mansjö, & Thiel, 2019). Research Associate ety of cashierless stores is currently Second, automation in retail enables & Doctoral Student to the Customer? emerging worldwide, like “Habitat by companies to save up to 81 % of the Institute of Marketing Honestbee” in Singapore or the “Avec time currently needed for cashier acti- University of St. Gallen Box” in Switzerland (Valora, 2019). vities (Begley, Hancock, Kilroy, & [email protected] Ifm.unisg.ch Currently, large sums are being inves- Kohli, 2019). ted in the expansion of these new Therefore, it is an appropriate step cashierless concepts. Amazon plans to for retail companies to work on the en- The check-out process is one of the biggest pain points in shopping. open 3,000 cashierless stores by 2021 hancement of the check-out process. While Apple is the pioneer in cashierless shopping, several other corporations (Soper, 2018). Practitioners suggest Since retailers approach this problem that tech companies are already offe- in highly different ways, an investiga- have initiated first concepts during the last months. Innovative, IoT-driven ring their products and services to re- tion into the merits of these emerging businesses like Amazon Go or Avec Box are trying to improve the process. tailers for test runs (Capgemini, 2019). solutions is necessary. The develop- The recently established concepts vary and a deeper understanding of the Therefore it can be concluded that this ment on the part of the companies is just the beginning of a bigger trend. themselves as well as the strong media underlying functionality is still missing. Our qualitative desk research and The traditional check-out process coverage of cashierless shops show the store visits give a first overview of the design dimensions, challenges and plays a central role in retail. Currently, importance of the topic. Yet it remains opportunities for cashierless stores. it is still mostly done through a combi- an open question how exactly the exis- nation of human contact with the ting concepts differ or what forms they cashier and machine-assisted services take. Therefore, the following research Prof. Dr. Marcus Schögel, Severin Lienhard such as self-checkout stations or questions are formulated: through electronic service solutions like pick-up stations (Fitzsimmons, • Which cashierless store concepts 2003). Nowadays, a variety of new exist in the market? technologies that have never existed • What are the purchasing phases before enables retailers to establish in cashierless stores? cashierless concepts (Capgemini, 2019). In the present paper, cashierless Towards a Functional concepts are defined as stores that abo- Understanding of Cashierless lish traditional physical cashier desks Concepts and apply the newest technology in their check-out process. To examine the different concepts in The general need of streamlining more detail and to answer the research the paying process has existed for some questions, the form of a multiple case time, as waiting at the check-out has study was used, which is one of the always been perceived as one of the most commonly applied qualitative re- least satisfying parts of a shopping ex- search methods (Yazan, 2015). A mul- perience (Caballero, Lumpkin, Brown, tiple case study allows the researcher Katsinas, & Werner, 1985; Kahneman, to discern differences between and Wakker, & Sarin, 1997; Verhoef, Anto- within the cases (Yin, 2003; Baxter &

888 Marketing Review St. Gallen 1 | 2020 Marketing Review St. Gallen 1 | 2020 889 Schwerpunkt Der Kunde im Internet der Dinge Schwerpunkt Der Kunde im Internet der Dinge

Jack, 2008). For the present article, re, this was added as a preparatory pha- criteria. Second, the data were compa- Fig. 1: Design Dimensions for Each Phase of the Purchase desk research served as the first source se. To summarize, the first phase en- red across concepts revealing differen- for the evaluation, store visits by the compasses the actions that the custo- ces and similarities. Finally, the key Phase of Purchase research team as a second one. A wide mer must take before purchasing, while findings were summarized and brought 0 1 3 range of literature was reviewed for all the second phase equals the check-in, together in table 1. 2 the concepts. In order to achieve a meaning how the customer gets access Before Purchase Check-in Product Selection Check-out deeper insight and understanding, se- to the store. In the third phase, the pro- Differences Between veral stores such as Avec Box in Zu- duct selection is checked more closely the Store Concepts App installation Automatic Free access Barcode scanning rich, Amazon Go in the US, Habitat by and the final phase includes the check- with existing completion by app / on product or shelf HonestBee in Singapur and the Apple out, with the focus on the process of The cashierless shops of these four in- customer account technology store in Zurich were visited by the re- paying and leaving the store. Over all dustries were established by different- Scanning corridor search team. This allowed the research phases, the proportion of user interac- sized companies, ranging from multina- App installation Automatic capture Scanning scale team to answer the questions regarding tion to store interaction was examined. tionals (Alibaba, Amazon, Valora) to Barcode scanning processes and procedures. The technology used in each case was SMEs (Migrolino) to start-ups (Bingo with new through business Design DimensionsDesign customer account technologies Barcode scanning The various cashierless stores were investigated as well. In addition, a fact Box). Geographically, the spread ext- categorized into four industries: consu- sheet was created for each concept and ends from local (e.g. Saturn Express) to Completion manually in the app mer electronics (Apple Store, Saturn related challenges were listed. Further- global (e.g. Apple Store). The formats Tapping price tags / Use customer card Face recognition Express), convenience/kiosk (Amazon more, the concepts were classified on a also differ according to how well they shelves Face recognition Go, Avec Box, Bingo Box, Migrolino), continuum on four scales: are established on the market. Some grocery stores (Habitat by HonestBee, have largely been rolled out, such as the Sam's Club Now, Hema Store, Albert • assortment: kiosk vs. department Hema or Apple Store, others serve only Source: Schögel / Lienhard, 2019. Heijn) and merchandising (Alibaba Fu- store, as innovation labs (Sam's Club Now) or turemart, TaoCafé). • development stage: prototype vs. are in their first project stages (Saturn In order to analyze the different on the market, Express). Their product ranges also dif- (like the Apple Store). After having tion of the transaction in an app (Avec cessity. In the Avec Box, for example, store concepts, a set of criteria had to be • integration level: standalone vs. fer widely. Some focus on a rather small fulfilled these requirements prior to Box), scanning corridors (Tao Café) or the customer has to scan the product’s developed. The entire purchase process part of an experience, and specified product range (e.g. the Ali- the purchase, the customer has diffe- scanning scales (Bingo Box) in order to barcode (scan-and-go). In the Amazon in cashierless stores was defined based • geographic spread: local vs. global. baba Futuremart), others are complete rent ways of access to the store. One complete the purchase. Go store, on the other hand, customers on the insights gained by the research department stores (e.g. Hema Store). option is via barcode scanning (e.g. do not have to use their smartphones at team during their visits in the stores. In Different sources per store concept When it comes to initiating a Amazon Go, Avec Box), another one is Design Dimensions all, they can just grab what they want order to define this process, the article were used in order to be able to apply purchase, some of the concepts require face recognition (Alibaba Futuremart). of Cashierless Stores to buy and leave the store. For the by Lemon and Verhoef (2016) was used the criteria listed above. The data ana- the installation of an app in advance Some stores, however, are accessible check-out, face recognition is used at as the basis. These two authors divided lysis was conducted in three steps. (e.g. Amazon Go, Habitat by Honest- without any barriers (e.g. Saturn Ex- Technology is a game-changer in retai- the Hema Store. At the TaoCafé you the purchase process into the stages First, the store concepts were evaluated bee or the Avec Box). Others can be press, Apple Store). ling (Grewal, Roggeveen, & Nordfält, just walk out through scanning corri- pre-purchase, purchase and post- individually according to the defined accessed without requiring an app As soon as the customer is in the 2017). This is in line with the findings dors and the purchase will be automa- purchase. Through mystery shopping, store, product selection is the next step. regarding design dimensions of tically completed. All these combina- the stages were specifically broken Some concepts require the customer to cashierless stores. At each stage of the tions highlight the opportunities that down for cashierless shops. The myste- scan a barcode (e.g. Avec Box) or tap a purchase, the stores use a variety of these technologies provide. The consu- ry shopping included: a) the purchase Management Summary screen (Albert Heijn). Yet this task can technologies which can be combined in mer shopping experience is revolutio- of a soft drink or some cheap gadget, b) also be skipped completely, as can be different ways. For example, before the nized and the application of various an investigation of the applied techno- Cashierless stores are created all over the world in a variety of seen in the example of Amazon Go. purchase, most of the concepts make design dimensions plays a great part in logies and the store design elements. formats and in different industries; they make use of the newest Amazon’s concepts eliminate the enti- use of an application that has to be ins- cashierless stores (Grewal et al., 2017). technological developments to eliminate the traditional check-out Thus, the pre-purchase stage equaled re check-out process by using instore talled in advance. For check-in, the ap- process. For each of the four defined phases of the purchasing check-in, purchase equaled product se- process (preparation, check-in, product selection, check-out), the technologies like computer vision, sen- plication can be used to open a door or Advantages and Disadvantages lection and post-purchase equaled available technologies can be combined and applied in different sor fusion and deep learning so the barrier by scanning a barcode. Free of Cashierless Stores check-out. In addition, the research ways. The opportunities for stores range from cost reductions to purchase is automatically completed access can also be provided, as in the team realized that quite often some app higher convenience to a potential refocusing on the customer. once the customer leaves the store (Po- Saturn Express store. As soon as the The results of the present study show installation or customer card owner- Satisfying customer needs, however, remains the main objective. cket Lint, 2019). Other concepts use customer wants to select products, that cashierless shops have certain ad- ship was required in advance. Therefo- face recognition (Hema Store), comple- however, the app might become a ne- vantages and disadvantages. Financial

890 Marketing Review St. Gallen 1 | 2020 Marketing Review St. Gallen 1 | 2020 891 Schwerpunkt Der Kunde im Internet der Dinge

considerations play an important role. PoS (Saturn Express). Cashierless The investment in such a concept can Main Propositions stores may provide increased conveni- be relatively high, depending on the ence for the customer or enable the selected design dimensions. Especially 1. Cashierless concepts allow refocusing on customer needs. Wit- the well-known example of Amazon the store to refocus on the hout a cash register, more time can be Go is mentioned again and again. It is individual customer. spent advising the individual customer controversial whether the advantages 2. New technology can only (seller can continuously stay with the of this concept outweigh the costs provide the foundation for customer). On the other hand, opening (Grocery Dive, 2018). Many concepts, cashierless stores; a hours can be extended in the case of like Amazon Go, are based on an app. compelling customer non-staffed shops. Research has shown, however, that the experience requires usage frequency of retail apps is rela- additional measures. Feasibility of cashierless formats tively low (McKinsey, 2014). Therefo- 3. IoT enables stores to re, it should be checked whether using implement successful Depending on the combination of the an app is really target-oriented. cashierless concepts and design dimensions, feasibility can Another exciting aspect is the in- drive growth. vary considerably. First of all, it has to fluence of missing cashiers on store 4. A cashierless store opens be taken into account that big retailers, design. Without cash registers, additi- up new opportunities for for instance Coop, nowadays own dif- onal square metres become available the whole customer ferent formats that work in different which can be used for sales and thus journey within a store. ways, meet different customer needs, increase turnover per square metre. At 5. The acceptance of and have different sizes and assort- the same time, the opportunity for im- cashierless stores within ments (Coop, 2019). At the same time, pulse purchasing around the check-out the company can pose cashierless concepts require huge in- desk disappears. Therefore, the questi- one of the biggest vestments and do not automatically on arises whether the elimination of challenges. lead to a competitive advantage. ANZ the check-out desk or automatic check- Therefore, it is crucial for retailers to out will definitely increase the average shopping basket of the customer. A key benefit for retailers is that new data vo- Fig. 2: Selected Advantages and Disadvantages lumes are generated and can be used in of Cashierless Stores a targeted manner. Manufacturers, on the other hand, are forced to ensure Advantages Disadvantages that their products are suitable for the respective concepts, by providing, for Costs Reduced labor costs High implementation costs example, RFID chips on their products.

No impulse purchases Key Takeaways for Managers Revenue Higher earnings per m2 at the cashier desk Goals of the cashierless concept Customer Check-out pain point Does not automatically address From the retailer’s point of view, there Experience is removed all customer needs are a variety of objectives cashierless The more products are purchased Gathering (live) concepts can help achieve. Some of Retailer the less time the check out customer data these goals translate into lower pro- takes up in percentage terms duct costs and rapid expansion (Bingo- More space for products Products must fit with the Box), higher investment in the experi- Manufacturer available in the store cashierless store system ence (Hema, Habitat by Honestbee) or increasing customer centricity at the Source: Schögel / Lienhard, 2019.

892 Marketing Review St. Gallen 1 | 2020 Schwerpunkt Der Kunde im Internet der Dinge Schwerpunkt Der Kunde im Internet der Dinge

define why they want to launch ny must figure out which dimension can al., 2017; Dougall, 2018; Dogtown Me- 2018). The design dimensions serve as This field provides many opportu- pact on store design, for example. The cashierless formats. (Capgemini, lead to the best possible customer expe- dia, 2018). Retailers increasingly rely a tool to create a cashierless store. But nities for future research. Generally, question arises how to use this empty 2019) As soon as the goal is clear, the rience. It is important to understand that on IoT to automate manual processes. all companies must be aware that suc- IoT in retailing is one of the emerging space efficiently. And the new tech- companies can figure out which de- technology itself does not automatically IoT is currently driving the increase in cess does not only depend on the di- forces and presents a wide range of nologies that are used raise questions sign dimensions best suit their stores. meet customer needs (Capgemini, cashierless stores all around the world mensions used but also on the overall research gaps (Grewal et al., 2017). about adoption or optimal technology Simply programming an app in which 2019). Rather, the customer journey has (Trendforce One, 2019). The Amazon customer experience. Giving up the cashier desk has an im- design. the customer can scan the products to be as satisfying as possible. Even if approach of radically removing the and pay directly might already meet this means that the store has to provide check-out is enabled by asking the certain customer needs. a cash payment option. right questions. Instead of just impro- ving the check-out, Amazon elimina- Literature Customer journey and customer Impact of technology and op- tes it. Time will tell If the applied tech- Baxter, P. & Jack, S. (2008). Qualitative case study methodology: McKinsey (2014). Busting mobile-shopping myths. Retrieved nology is appropriate. What really Study design and implementation for novice researchers. from https://www.mckinsey.com/industries/retail/our-insights/ experience in cashierless stores portunities for cashierless stores The Qualitative Report, 13(4), 544–559. busting-mobile-shopping-myths. matters is the correct focus of a com- Cashierless concepts have their own IoT is transforming retail. In concepts pany, and this should be on technology Begley, S., Hancock, B., Kilroy, T., & Kohli, S. (2019). Automation in retail. McKinsey (2017). The future of grocery. Retrieved from Retrieved from https://www.mckinsey.com/~/media/McKinsey/ https://www.mckinsey.com/industries/retail/our-insights/the-future- pre-purchase, purchase and post- like Amazon Go as well as in other (McKinsey, 2017). Industries/Retail/Our%20Insights/Automation%20in%20retail%20 of-grocery-in-store-and-online. purchase stages that represent the cus- concepts, cashiers are replaced (Paul, An%20executive%20overview%20for%20getting%20ready/ Automation-in-retail-An-executive-overview-for-getting-ready.ashx. McKinsey (2019). Perspectives on Consumer Goods. tomer journey (Lemon & Verhoef, 2018). Computer vision, sensor fusion Success factors of Retrieved from https://www.mckinsey.com/~/media/McKinsey/ 2016). In order to improve the customer and deep learning technologies enable cashierless stores Bouraoui, B., Eriksson, M., Mansjö, M., & Thiel, A. (2019). Industries/Retail/Our%20Insights/Perspectives%20on%20retail%20 experience, the relevant touchpoints the automatic detection of products The ever-changing store. Retrieved from https://www.mckinsey.com/ and%20consumer%20goods%20Number%207/Perspectives-on-Retail- industries/retail/our-insights/the-ever-changing-store-taking-an- and-Consumer-Goods_Issue-7.ashx. along the customer journey must be and the IoT Amazon Go shopping ex- The topic of cashierless shops is stron- agile-customer-centric-approach-to-format-redesign. identified (Bouraoui et al., 2019). When perience is completed by cameras, sen- gly associated with the trend towards NZZ (2018). First Amazon supermarket without checkouts opens in Caballero, M. J., Lumpkin, J. R., Brown, D., Katsinas, R., & Werner, S. Seattle. Retrieved from https://www.nzz.ch/wirtschaft/erster-amazon- a retailer is thinking about implemen- sors, AI and its applications (Grewal et convenience (KPMG, 2018). And (1985). Waiting in line: a primary investigation. In D. M. Klein, & supermarkt-ohne-kassen-oeffnet-in-seattle-ld.1349685 A. E. Smith, (Eds.) Marketing: The Next Decade, Proceedings of the ting a cashierless store, the design today's customers particularly value Paul, F. (2018). 6 ways IoT is transforming retail. should aim to provide the most memo- convenience (McKinsey, 2019). There- Annual Meeting of the Southern Marketing Association (pp. 46–49). Florida Atlantic University: Boca Raton. Retrieved from https://www.networkworld.com/article/3324484/ rable experience possible (Capgemini, fore, simplicity of the concept, low ent- 6-ways-iot-is-transforming-retail.html. IoT plays a Capgemini (2019). Cashierless Stores: fail or fortune. Retrieved 2019). In order to achieve that, the de- ry barriers and a seamless customer key role in this new from https://www.capgemini.com/gb-en/2019/03/cashier-less-stores- Pocket Lint (2019). What is Amazon Go, where is it, and how does sign dimensions are a good starting experience are key success factors. For fail-or-fortune/. it work? Retrieved from https://www.pocket-lint.com/phones/ news/amazon/139650-what-is-amazon-go-where-is-it-and-how- point. Over all four phases (including type of shopping example, integration with existing cus- Dogtown Media (2018). Is Amazon Go the Future of Retail IoT? does-it-work. the preparatory stage), the retail compa- tomer accounts can significantly simp- Retrieved from https://www.dogtownmedia.com/amazon-go- experience. future-retail-iot/. Scholz, H. (2017). Waiting times annoy the most. lify initial registration. Accessibility, Retrieved from https://zukunftdeseinkaufens.de/studie-wartezeiten- however, is not the only decisive factor; Dougall (2018). Amazon Go: Internet of Things shopping opens an-der-kasse-sind-groesstes-aergernis-im-supermarkt/. the overall customer benefit must be to the public. Retrieved from https://www.cbronline.com/news/ amazon-go-internet-of-things-retail. Soper, S. (2018). Amazon plans to open 3000 cashierless stores. Lessons Learned high, especially in comparison to alrea- Retrieved from https://www.bloomberg.com/news/artic- dy established concepts such as self- Fitzsimmons, J. A. (2003). Is self-service the future of services? In les/2018-09-19/amazon-is-said-to-plan-up-to-3-000-cashierless- Managing Service Quality: An International Journal, 13(6), 443–444. stores-by-2021. 1. Cashierless shops offer the opportunity to improve the unsatisfac- check-out and self-scanning, e.g. "pas- tory check-out process and reduce labor costs in store. sabene" by Coop or "subito" by Migros. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). Trendforce One (2019). The IoT will drive the growth of The future of retailing. Journal of Retailing, 93(1), 1–6. cashierless stores. Retrieved from https://trendforce.one/en/ the-iot-will-drive-the-growth-of-cashierless-stores/. 2. The focus should be on the available technologies and on how to Grocery Dive (2018). The benefits of Amazon Go may not combine them for each format. Different paths can lead to the Outlook outweigh the costs. Retrieved from https://www.grocerydive.com/ Valora (2019). Press release. Retrieved from https://e3.marco.ch/ desired goal. news/grocery--the-benefits-of-amazon-go-may-not-outweigh-the- publish/valora/561_2367/20190404_avecBox_Medien.jpg. The development of cashierless stores costs-analysts-say/534268/. 3. Take advantage of the simplifications of cashierless stores and Verhoef, P. C., Antonides, G., & de Hoog, A. N. (2004). Service is only just beginning. As established invest, for example, in more time for advising the customer. Kahneman, D., Wakker, P. P., & Sarin, R. (1997). Back to Bentham? encounters as a sequence of events: the importance of peak in the results and key takeaways of our Explorations of experienced utility. The Quarterly Journal Of experiences. Journal of Service Research, 7(1), 53–64. Economics, 112(2), 375–406. 4. Meeting the customer needs remains the main priority, even research, retailers are in a process whe- Yazan, B. (2015). Three approaches to case study methods in education: though this may include accepting cash payments. re they are considering launching KPMG (2018). Retail Trends. Retrieved from Yin, Merriam, and Stake. The Qualitative Report, 20(2), 134–152. cashierless stores but are still faced https://assets.kpmg/content/dam/kpmg/pl/pdf/2018/04/ 5. Keep the peak-end rule in mind: a memorable customer experience is pl-Raport-KPMG-Disruptive-influences.pdf. Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). not automatically created by just implementing cashierless store with questions regarding how to pro- Thousand Oaks, CA: Sage. technology. ceed. IoT plays a key role in this new Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. type of shopping experience (Dougall, Journal of Marketing, 80(6), 69–96.

894 Marketing Review St. Gallen 1 | 2020 Marketing Review St. Gallen 1 | 2020 895 Schwerpunkt Der Kunde im Internet der Dinge Schwerpunkt Der Kunde im Internet der Dinge

Table 1: Characteristics of and Key Findings for the Examined Stores Industry Company Store Required in Advance Check-in Product Selection / Check-out Key Findings Selected Sources of the Purchase Recognition Consumer Apple Apple Store Apple-Store App Any time during Barcode scanning Completion of the · Customer experience has the highest Maclife (2008). No more cash registers. Retrieved from https://www.maclife.de/news/betriebssystem/andere/ Electronics (EasyPay) opening hours or just take it out of purchase in the app or priority apple-ladengeschaefte-auch-kuenftig-keine-kassen-mehr (no barriers) the shelf payment to an employee · The concept is established and rolled Itplatz (n.d.). How to buy stuff in the Apple Store without a checkout. out in several countries Retrieved from http://www.itplatz.net/wie-man-sachen-im-apple-store-ohne-kasse-kauft/ Media Markt/ Saturn Saturn Express App Any time during Barcode scanning Completion of the · First cashierless store project of the Computer image (2018). Saturn Express. Saturn Express (MishiPay Technology) opening hours purchase in the app company Retrieved from https://www.computerbild.de/artikel/cb-News-Internet-Saturn-Express-Check-Test-19720137.html (no barriers) · Focus is more on consulting and MediaMarkt/Saturn (2018). Saturn Express balance sheet. Retrieved from https://www.mediamarktsaturn.com/press/ connection of online and offline press-releases/saturn-express-%E2%80%93-bilanz-zum-pilotprojekt-innsbruck-85-prozent-der-kunden Grocery HonestBee Habitat BeePay, Barcode scanning Just take the products, Store puts the purchase into · Freshness is the key element in this HonestBee (2019). What are the modes of payment in habitat by honestbee? Retrieved from https://honestbeehelp-sg. Store Ltd. by HonestBee digital in-app wallet opens the barriers the company packages a bag, customer scans the grocery store zendesk.com/hc/en-us/articles/360018051052-What-are-the-modes-of-payment-in-habitat-by-honestbee- and recognizes the barcode and pays in the app · A lot of pain points are transferred Lim (2018). Habitat Honestbee Singapore – Is This High-Tech Supermarket Worth Visiting? products from the consumer to the company Retrieved from https://blog.moneysmart.sg/shopping/habitat-honestbee-singapore-review/ Walmart Sam’s Sam’s Club Now Any time during Barcode scanning Completion of the purchase · The store serves as an innovation lab Sam’s Club (2018). Reimagining the Future of Retail. Club Now membership & opening hours in the app by scanning a for Walmart, therefore a lot of Retrieved from https://corporate.samsclub.com/blog/2018/10/29/sams-club-now-reimagining-the-future-of-retail app installation (no barriers) QR code with the help of an different new features are tested The Dallas Morning News (2018). Sam’s Club Now. employee Retrieved from https://www.youtube.com/watch?v=juwul7Y0DvM Alibaba Hema Store Hema Store Any time during Barcode scanning Check-out station that · The store serves as a fulfilment CNBC (2018). Hema Store. Access at https://www.youtube.com/watch?v=UDIvWdwVZMg app and Alipay opening hours allows you to pay on centre and robot restaurant, Vice News (n.d.). Alibaba’s new store. Retrieved from https://video.vice.com/id_id/video/chinese-tech-giant-alibaba- (no barriers) the mobile or by face completely digitalized grocery goes-offline-with-new-supermarkets/5beb1836be407770a17813f5 recognition purchase Albert Albert Heijn Albert Heijn customer Any time during Tapping at the shelf Just walk out · Tap’n’Go is the applied technology Bandoim (2018). Cashierless Shopping. Retrieved from https://www.forbes.com/sites/lanabandoim/2018/09/26/ Heijn B.V loyalty card or app opening hours with customer card (automatic) and can be used either cashierless-shopping-with-tap-to-go-technology-is-coming-to-more-grocery-stores/#554601425f05 (no barriers) or via app by smartphone or by card Elm (2019). Cashierless Checkout. Retrieved from https://www.stores-shops.de/technology/checkout/cashierless-einkauf-ohne-kasse/ Convenience/ Amazon Amazon Go Amazon Go App Barcode scanning Store technology Just walk out · The store takes over a lot of tasks Hilpert (2018). Israelis compete with Amazon Go. Kiosk opens the barriers recognizes which (automatic) from the consumer Retrieved from https://www.handelszeitung.ch/unternehmen/kassenlos-israelis-wetteifern-mit-amazon-go products are bought · Consumers can just select their Langer (2019). Queues were yesterday. products and walk out Retrieved from https://www.nzz.ch/wirtschaft/warteschlangen-waren-gestern-ld.1442339 Valora AG Avec Box Avec Box App Barcode scanning Barcode scanning Manually in the app · First cashierless store project in Valora (2019). Media Release Avec Box. (identity card necessary) opens the door Switzerland Retrieved from https://e3.marco.ch/publish/valora/561_2367/20190404_avecBox_Medien.jpg of the store · The customer opens the door, scans Avec (2019). Explanation Avec Box. the barcodes of the products and Retrieved from https://handmade.avec.ch/de/#avecbox manually completes the purchase Migrolino AG Migrolino – – – – · Main idea: Launching micro shops Blick (2019). Migrolino Opens the First Staff-free Store. Retrieved from https://www.blick.ch/news/wirtschaft/nach- (50-80 m2) that are open 24/7 valora-zieht-die-migros-nach-migrolino-lanciert-mikro-shops-ohne-personal-id15356417.html · Selling alcohol will be possible Horizont (2019). Migrolino launches the unmanned shop. Retrieved from https://www.horizont.net/schweiz/nachrichten/ migros-auch-migrolino-lanciert-personalfreier-shop-175279?utm_source=%2Fmeta%2Fnewsletter%2Fswiss&utm_ medium=newsletter&utm_campaign=nl34743&utm_term= 70693a1075541206dd61999d79c0164f Bingo Box Bingo Box Bingo Box app Barcode scanning Automatic RFID Place goods on scanner, · Unmanned concept in an Retail Insight (2019). BingoBox. (Start-up) (WeChat profile opens the door scanning on a desk scan QR code and pay, then automated container Retrieved from https://www.retail-insight-network.com/comment/bingobox-cashierless-stores/ obligatory) of the store an automatic door opens · 24/7 access with a specific app Sander (2018). Bingobox. Retrieved from https://www.youtube.com/watch?v=1gFKDweZ_jM Merchandising Alibaba Alibaba App of Taobao, Face recognition or RFID recognizes Face recognition · Test store of Alibaba, Brandchannel (2018). Alibaba. Retrieved from Futuremart Tmall or Alipay barcode scanning the products recognizes the customer, selling mostly merchandise https://www.brandchannel.com/2018/04/23/alibaba_facial_recognition_shopping_china/ open barriers who can just walk out · Check-in and check-out make use Altaviawatch (2018). Alibaba. Retrieved from of the newest technologies http://www.altaviawatch.com/en/retail-innovations/alibabas-futuremart-high-tech-cashierless-store-china

Alibaba Tao Café Tao Café app Barcode scanning Store technology Customer walks through a · When ordering at the bar, CGTN (2017). TaoCafe. Retrieved from https://www.youtube.com/watch?v=p6hik-DMxRE opens the barriers recognizes what the scanning corridor, automatic the face recognition technology Synced (2017). Amazon Go vs Alibaba Tao Cafe. Retrieved from customer buys debiting in the app automatically deducts the amount https://medium.com/syncedreview/amazon-go-vs-alibaba-tao-cafe-staffless-shop-showdown-3f3929393d62 from the underlying account · Products bought are recognised when walking through a scanner Source: Schögel / Lienhard, 2019.

896 Marketing Review St. Gallen 1 | 2020 Marketing Review St. Gallen 1 | 2020 897