Smarter, Not Just Smart: The Real Opportunity in Shopping Cart Innovation

Over the past few years, the grocery industry has been introduced to a new wave of innovation: the smart cart. With sensors, touchscreens, cameras, and integrated payment systems, these tech-enhanced carts are designed to create a seamless, checkout-free experience. Major retailers like Wegmans, Kroger, and Amazon have invested heavily in pilot programs that promise to change the way people shop. But as smart carts roll out across the country, a key question has emerged: are they solving the right problems?

What Smart Carts Aim to Do

Smart carts are intended to enhance the in-store shopping experience by:

• Allowing customers to scan and bag as they go, avoiding traditional checkouts

• Displaying real-time product suggestions and promotions

• Tracking spending and loyalty rewards in real time

• Helping retailers collect valuable data on shopping behavior

  
  

At their best, smart carts offer convenience and efficiency. They’re part of a broader trend to digitize brick-and-mortar experiences to better compete with e-commerce.

The Challenges Behind the Innovation

Despite their potential, smart carts also introduce a set of challenges:

1. High Costs – Outfitting a fleet of carts with advanced tech is expensive. Maintenance, software updates, and replacement parts can make long-term adoption a costly endeavor.

2. Technical Glitches – Cameras can misidentify items. Scales can drift. Sensors can fail. When that happens, shoppers are left frustrated and store associates are left troubleshooting.

3. Customer Learning Curve – Not everyone wants to interact with a screen while shopping. For some, the added complexity takes away from the simplicity they value in-store.

4. Privacy Concerns – Cameras and sensors that track behavior raise valid questions about data use and consumer consent.

5. Limited Use Cases – Smart carts are most effective in high-volume, high-margin stores. Smaller or regional retailers may not see enough ROI to justify adoption.

   
   

A Different Approach: The NOVO Cart by RMS

While smart carts race to digitize the grocery aisle, the team at RMS has been quietly working on something different: the NOVO cart.

Rather than add screens and sensors, NOVO takes a “smarter, not smart” approach. It rethinks what a shopping cart should be by focusing on real-world usability, customer comfort, and operational efficiency.

Key improvements include:

• Ergonomic Design: Comfortable handles, better maneuverability, and intuitive nested stacking

• Durability: Reinforced frames and modular components for easy repairs

• Brand-Forward Aesthetic: Customizable colors and components to reflect each retailer’s identity

• Sustainability: Materials and manufacturing designed for long-term use and recyclability

Why Smarter Might Be Better

The NOVO cart isn’t trying to be a touchscreen on wheels. It’s trying to be the best version of what a cart should be: reliable, easy to use, and built for today’s retail realities.

By simplifying where others complicate, NOVO helps stores reduce long-term costs, avoid technical pitfalls, and improve the overall customer experience. It’s innovation that puts function before flash.

Final Thoughts

Smart carts are an exciting development, and they may play a role in the future of retail. But innovation doesn’t always mean more technology. Sometimes, the smartest solution is the one that makes the shopping experience better without overcomplicating it.

RMS’s NOVO cart is a reminder that being “smart” isn’t just about tech—it’s about solving the right problems in the right way.

Looking to purchase shopping carts? Set up a call with our Chief Sales Executive Michael Timmer to get a quote today. Email: michael@rmshq.com