Brazilian retailer GPA, part of the Casino Group, plans to open its first store testing advanced payment technologies including facial recognition and “scan & go” in 2019. This will be trialled in a Minuto Pão de Açúcar convenience store in São Paulo and the business expects it to open before December. The technology has been developed by Microsoft.
The initiative is in line with GPA’s wider digital transformation strategy. Antonio Salvador, GPA’s director of digital transformation said; “People already use their mobile phone when shopping in our stores to activate promotions in the apps or skip the lines...Now we want to develop more robust solutions that can be rolled-out to other stores,”.
In early 2019 Carrefour partnered with local start-up/independent retailer Zaitt on a fully automated store using similar technology, although there is currently no plan for a wider roll out or partnership. For more on the Zaitt store read our story.
Enhancing the omnichannel proposition…
GPA has been making solid progress in its digital transformation, bringing the digital experience into physical stores. Its online order collection services and Express delivery is available in around 80 stores and it expects to increase this to 120 by the end of 2019.
…Driven by the success of its mobile app’s
GPA’s Pão de Açúcar Mais and Clube Extra app’s have been downloaded over 8.3m times. The ‘My Discount’ and ‘My Reward’ features encourage greater spend through targeted promotions and exclusive discounts, which can be used in physical stores.
Creating a more frictionless experience…
Utilising mobile technology, GPA has implemented some new mechanics aimed at reducing waiting time in store. For instance, pre-scanning enables store employees to scan products for queuing customers and provide them with a QR code for quicker payment at the checkout. The app also has a feature where customers can pick a specific time slot for queue-less payment.
…Which extends to home delivery
GPA has extended its frictionless shopping experience to home delivery through the acquisition of its James Delivery multiservice (fulfilling both grocery and restaurant orders), last-mile app. It offers customers the fast delivery of products sold across all of GPA’s supermarket banners and drug stores, as well as allowing them to order food from participating restaurants. Customers can order products using the app and have them delivered to their location in 35 minutes. GPA has said it is the first app to enable deliveries by voice command globally.
The app was initially piloted in Curitiba in April 2019. At the time GPA said it planned to reach 10 cities by the end of 2019 and as of July 2019, the service has been extended to cover São Paulo, Santos and Fortress so it is well positioned to hit 10 cities by the end of the year.
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Retail Analyst - Latin America
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