The MIT Technology review put up a video about an iPhone app created by Modiv Media that lets grocery store customers “scan items while they shop, presents them with personalized offers as they go, and speeds up their checkout” by transmitting the completed order to the register. The app and system is currently being deployed by the supermarket chain Stop & Shop at its 375 stores in the North East.

From the Modiv Media site: “From check-in to check-out, they expect a seamless experience that provides them value. Value that is delivered through personalized offers, the ability to shop and scan with their smartphone and self-checkout that’s fast and without waiting in line. And, in return, they’ll spend more, 10% – 17% more.”

The MIT article noted:

The app uses data from the loyalty card to present offers based on the user’s past purchases and current location in the store. It works in addition to the existing loyalty program, offering savings on top of the deals already advertised on store shelves.

When the user has finished shopping, the app sends information about the contents of the shopping cart to the store’s point-of-sale system. The user can go to any register, scan the loyalty card, and pay for the order.

Modiv Mobile provides retailers with a white-labeled platform on which to build a personalized shopping app that is integrated with your POS and targets offers based on data from your loyalty program or customer data.

Let me know if you think this is the future of grocery (all?) shopping?