Safeway is to go national with its Shop & Go self-scanning system next
The UK’s third largest supermarket chain plans a heavyweight marketing
campaign for the middle of November, when 150 of its 370 stores will
offer the system.
The campaign aims to position Safeway as the chain that uses technology
to make shopping easier for customers. It is currently in about 60
stores, but the roll-out will make it a national scheme.
Marketing director Roger Partington said: ‘It is part of our corporate
objective to be seen as an innovative and dynamic supermarket chain. We
hope to be seen as exciting and less authoritative.’
The system - open to its ABC loyalty cardholders - allows the customer
to pass a hand-held bar code scanner over chosen products. The shopper
then settles the bill at a special till without the goods being re-
The company said the lift in sales has outweighed investment costs.