Robots roaming the aisles. Helpful employees replaced with chatbots. And stores that use technology to learn more about you than you’re comfortable sharing.
Welcome to grocery shopping in 2025. Some shoppers are welcoming the changes – but others aren’t so sure.
The SPAR Group asked shoppers what technology is helpful to them, and what’s kind of creepy. Its “2025 Shopper Insights Survey” found that “tech can improve their experiences via coupons and streamlining the checkout process,” but there are some uses of tech that make them wary.
One of the high-tech retail tools that most concerns shoppers, is artificial intelligence collecting data about their in-store shopping habits. Nearly two-thirds have privacy concerns about this. They’d rather choose for themselves what personal information they share – and not everyone is willing to do so. Only a third say they always share information with their favorite stores “to enable a more personalized and efficient shopping experience.” 28% say they never do, while 17% do so very selectively, sharing only “non-attributable data” to get customized promotions.
Some lawmakers have recently expressed concerns that digital price tags could be used to change how much individual shoppers are charged, based on their personal characteristics. Retailers have denied that’s their intent. Some are, however, using AI-powered digital displays to show personalized content in stores. And only a third of shoppers say they’re okay with that. A similar percentage wouldn’t mind using chatbots and digital assistants in stores, in place of asking for help from a customer service employee.
But those grocery store robots are where many shoppers draw the line. Many stores have camera-enabled robots roaming the aisles to detect spills and hazards, and help make sure the shelves are stocked. Stores have tried to make them seem helpful and friendly – Ahold Delhaize-owned stores like Stop & Shop and Giant put googly eyes on their robots and named them “Marty”. But less than 30% of shoppers told SPAR they’re comfortable with the idea of sharing the aisles with camera-enabled robots. They’re supposed to just be watching for spills and out-of-stocks – but some shoppers are worried that’s not all they’re watching.
So what grocery technology do shoppers actually like? 51% cited digital coupons, just ahead of the 50% who said self-checkout. Much further down the list were features like scan-and-go shopping, store mapping and online circulars.
It’s noteworthy that the technology features shoppers seem to like best, are the ones they can access using their own technology. 40% of shoppers say they use their mobile device most times or every time they go grocery shopping. Only 25% rarely or never do, and most of them are older shoppers.
Half of all shoppers surveyed said Walmart has the most helpful app for in-store shopping. 29% cited Target and 16% like Kroger’s app.
But they could all be improved. When asked what features they’d like to see added or enhanced in their favorite store’s app, the top mentions went to rewards and games, product locator services, and in-store pickup options.
The bottom line, SPAR concluded, was that shoppers are looking for convenience and affordability. Any technology that helps with that, is a good thing. Any technology that gets in the way is not.
“Consumers don’t want technology to interfere with the shopping experience,” SPAR Group President and CEO Mike Matacunas said in a statement. Finding the right balance could be a matter of trial and error. “Great merchants test and learn,” Matacunas said. But, he added, shoppers’ reluctance to embrace certain technology shouldn’t make retailers timid about trying new things. “We need to be bolder as an industry and embrace innovation,” he said.
There’s a fine line between personalization and “surveillance,” between sharing your purchase history and giving up your privacy, between technology that’s helpful and technology that’s invasive. Many shoppers like high-tech tools that help them save money and time, but there are some trade-offs they just won’t accept. So retailers will continue to experiment, trying to turn tech skeptics into believers. After all, “Marty” the aisle-roaming robot has a way of growing on you.
Image source: Stop & Shop
