Morrisons shoppers have been warned that using the supermarket's new AI-powered smart trolleys could add up to 32% to their shopping bill. The warning follows research from Bayes Business School, which found that customers using digital trolleys spent significantly more than those using traditional ones.
Smart trolley trials at UK supermarkets
Morrisons is trialling the technology at its Preston store, while Waitrose is testing similar AI-equipped trolleys at its Bracknell branch. Tesco has introduced app-based technology to help customers navigate stores. Morrisons launched its scheme in September to 'enhance the experience for our customers' and plans to use the pilot to test customer response and measure whether the AI-powered trolleys increased basket sizes before considering a wider rollout.
At the time, Productivity director Gordon Macpherson said: 'We're excited about bringing the first fully-integrated AI-powered trolleys in the UK to a first store soon, and look forward to testing customer response and building understanding of how the technology works within the Morrisons store estate.'
Research findings: 32% more spending
Researchers from Bayes Business School found customers using smart trolleys spent an average of 32% more than shoppers using traditional trolleys. They also bought 25% more items and spent 23% longer in store. The study analysed 12,418 shopping trips over a month at a major German supermarket chain, where the technology is already in use. Of those visits, 9,422 involved shoppers using the digital trolley system.
The AI-powered trolleys feature tablets mounted on the handlebars, allowing shoppers to create digital shopping lists, receive personalised product recommendations, navigate the store and complete checkout-free payments.
Afternoons and weekends see biggest spending hikes
Researchers found the biggest increases in spending occurred during afternoons and weekends, when shoppers using the technology were particularly likely to spend more than those who did not. Customers using smart trolleys also filled their baskets with significantly more products, while their shopping trips lasted longer, especially during evening visits.
The 'superuser' tipping point
However, the study found there could be a tipping point. People who interacted with the trolley screens more than 20 times during a shopping trip – dubbed 'superusers' by researchers – bought more items and stayed in store for longer but did not spend more money overall. Researchers said this suggests some shoppers become more interested in using the technology itself than making purchases. They also found spending and basket sizes began to fall once interaction with the screens became excessive, indicating too much engagement could become a distraction rather than encouraging extra spending.
Expert warnings and advice for shoppers
Lead author Dr Sabrina Gottschalk, Lecturer in Marketing at Bayes Business School, said: 'In recent times, major UK supermarket chains Waitrose and Morrisons have been trialling digital trolleys of their own, while Tesco shoppers can now use its app to guide them around a store. Retailers are increasingly using technology to enhance the shopping experience for consumers, and our findings suggest there may be significant revenue gains from doing so effectively. As well as guiding customers towards special offers and new products, digitalisation induces increased engagement and additional advertising platforms. Although technology should in theory improve shopping experiences, consumers should be wary of relying solely on devices and remain conscious of how digital prompts and recommendations shape their purchase decisions.'
Co-author Dr Yusuf Oc said supermarkets could benefit further by encouraging more customers to use the technology through loyalty rewards or prizes. He added that retailers could target premium products at afternoons and weekends, when spending was highest, while using evening periods to promote new items. The researchers also found hot weather shortened the average length of shopping trips regardless of whether customers used smart trolleys.
The findings are published in the Journal of Business Research following analysis of shopping data collected during March 2025.
