US grocer Safeway is to trial a new in-store shopping trolley with technology designed to track shoppers’ previous purchases, to offer discounts on products appropriate to each individual as they shop.

The carts are fitted with touch screens and scanners. Customers are asked to swipe their Safeway Club cards through the trolley’s scanner so that their purchases can be tracked.

As customers walk along the store’s aisles, the screen flashes promotions based on their purchasing history.

Safeway hopes to use the data to help stock its shelves to appeal more effectively to its customers.

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