BaxterStorey’s supermarket venture using AI technology
Hospitality experts at BaxterStorey have recently ventured into the creation of a checkout-free supermarket, The Social Bee, which utilises Amazon’s Just Walk Out technology. Rob Brown, Head of IT, tells us more about its debut in Shoreditch.
- What was the idea behind The Social Bee store? What compelled you to utilise Amazon’s Just Walk Out technology?
We opted to partner with Amazon and implement the Just Walk Out technology for several reasons. Firstly, we needed an extended hours offer where the customer could still get good quality food, even when our catering team are not onsite. We also wanted to give the customer a seamless shopping experience for grab & go products without the need to queue at a till point, especially during busy periods. At BaxterStorey we are committed to technology development, and we see this technology as the next natural step to delivering hospitality in the future, not just within a fixed retail store, but also within flexible hospitality spaces, such as restaurants and cafés.
- Can you briefly tell me how The Social Bee AI-based supermarket work?
Customers enter the store by tapping their credit card on to the gate reader. They can then grab what they need and leave the store without having to wait in line to checkout. The payment method used to enter the store will be charged only for the items they left the store with, eliminating queues and offering a frictionless shopping experience.
- Is there any staff on site?
There is assistance via a buzzer in the store, but it is predominantly unmanned. We have team members located nearby at our coffee bar and in the restaurant.
- What are the benefits of having the Just Walk Out technology instead of regular checkouts?
It’s a frictionless service so it cuts down queue times as there is no check-out. It is a more attractive retail experience for customers who may want to grab some essentials during their lunch break without having to leave the building and spend much of their time queuing to then rush back to work. It also means we can have the store open when our team members have gone home for the day.
- How does Artificial Intelligence help the hospitality sector? Do you think there are more areas within the sector which would benefit from AI-implemented technologies?
AI is still relatively new within the hospitality sector, so it will be interesting to see how far it goes, but there are opportunities, such as analysing customer behaviour patterns to suggest food choice, and personalisation is something that has been talked about a lot. Using AI for automated tasks, such as chatbots is already happening, and we can’t go a day without seeing something about robots delivering our food in the future. Whilst some of it might be far fetched, there are some interesting ideas that will make a difference.
- What types of products does the store sell? And do you also cater to the store with freshly made products?
Items available at Social Bee will include grab-and-go products and ready meals freshly prepared on site by our chef team. The store will also enable visitors to purchase grocery items ranging from milk and bread to washing tablets.
- As hospitality experts, why did you decide to embark on a supermarket venture? How was the transition from a purely catering business to the ‘retailing’ aspect of the hospitality industry?
We have seen an evolution in the workplace over the past few years. Employers are investing more in the wellbeing of their teams, and technology innovation is fuelling a big part of this. The workspace is now a hub which caters for teams across morning, noon, and night; with click and collect apps, cashless payments and even the option to order meals from the restaurant to take home at the end of the day. Creating micro-supermarkets is the next step in creating positive experiences for customers by providing more in-house services like retail.
- In your opinion, what’s the future for the Just Walk Out technology going to be like? Will more stores decide to adopt it?
Outside of hospitality, stores have long established more payment methods to reduce queue times. The unique feature is there is no app. This creates a seamless experience as customers can just walk in, without having to spend time downloading beforehand.
- Lastly, if you could tell someone one reason why they should choose an AI-based supermarket instead of a regular one, what would that be?
Having a frictionless store is just an overall better experience for the customer, it saves them time, there is no queuing and therefore no stress. It makes shopping an enjoyable experience, which is not always the case in your local supermarket.
