How 'Smart Friction' in Grocery Drives Stronger Returns, Enhances Customer Experience

Smart friction: AI prioritizes speed and efficiency, but in retail experiences where shoppers value engagement, intentional friction can enhance customer satisfaction and ultimately drive better returns, giving rise to the idea of "smart friction."

Use case: Trader Joe’s, for example, deliberately avoids self-checkout to create smart friction, using wait time to immerse customers in design, promote product discovery, and foster interactions with staff that enhance the overall brand experience. By preserving the elements that make its brand special rather than blindly automating for speed, the grocery retailer has been able to stay competitive despite having fewer locations than many rivals.

Don't over-automate: While many AI solutions will benefit enterprises, organizations should be careful not to automate away the core elements that define and differentiate their brand.