The self-search function needs a carrier that allows for seamless integration into the shopping trip. This means either a mobile phone with the retailer mobile app installed and/or a personal shopping device with a dedicated app. Both approaches have unique advantages.
Integration into the retailer mobile app means that self-search can be leveraged and linked to a broad set of available functions, such as product catalogue access, product lookup, shopping list creation, and promotions. Self-search makes the app more attractive and pulls in users, creating new monetization opportunities.
Retailers must take care of a so-called “Store Mode,” though. This means that when the app is opened in a store, it must adapt to that store, feature the available in-store functions at that location, and display the correct store map.
The advantage of using a retailer-owned device for self-search is that shoppers regard it as a practical and safe device to use while shopping and scanning. Not all shoppers are comfortable using their own phones for scanning, searching, and paying.