You've got the butter, the eggs, the organic salad greens and the laundry soap. And so you make your way to the front of the grocery store, which is where you'll face your moment of truth:
Will you step in behind the mom with a wiggly baby and a full cart? Or take your chances with the young couple you spotted arguing over the best milk in Aisle 3B?
Better make up your mind, quick. Because, faster than the guy with “just one item” who's about to cut in line, this whole scene is going to disappear.
Amazon recently opened its own convenience store, Amazon Go, in Seattle. It's the first of its kind: a truly cashless grocery experience in which shoppers enter through gates that look like subway turnstiles (闸机), take what they want from the shelves and exit the way they came. No carts, no lines, no waiting. The store accurately lists what you take and charges your Amazon account, efficiently delivering an electronic receipt after you've left. Like most things that Amazon does, this smells like inevitability. We know, as surely as we knew the day that first Amazon box showed up on the doorstep, that the future of shopping has arrived.
Like all progress, it comes at a cost. “Based on data”, says Manoj Thomas, a professor of marketing at Cornell University, “we know that when people use any abstract form of payment, they spend more. And the type of products they choose changes too.”
Decades of psychological research has reinforced the knowledge that the further we are removed from “the pain of paying,” the less we understand how much were really spending. “If you are paying by credit card,” says Thomas, “you might pause at the checkout and suddenly think,” Should I be buying this? “Or if you are paying cash, that reflection happens at the very beginning. Both will be gone with the Amazon store.” Unhealthy impulse purchases and overspending will result from it, he says. “Both are completely related because they are influenced by our impulse urges.”
Win Is Thomas advocating that we all make a run for the atm and attempt to turn back time by using old hard currency? “No, no, no,” he says.
He envisions a world in which you'll be able to set budget or calorie limits on an app that will recognize when you pick up unhealthy or budget-busting items and will warn you that they fall outside your goals. He expresses confidence that there is some tech hero out there right now, figuring out this exact solution to keep us all on the straight and narrow.
