Pret's digital trial store

Pret is trialling several new digital innovations in its Houndsditch, London, store. The store in located in a busy office district of the city of London.

How it works

Pret’s trial offers customers a variety of ways to order and pay for products, all accessed via a new app. For example, customers can:  

- select their favourite coffee, personalise it with extra shots, flavoured syrups or particular milks and choose a time in the future (a specific time, or 5-30 minutes ahead) to collect it from a designated collection counter

- order both food and drink products to eat in or takeaway, without having to visit the checkout. Customers can either tap their phone to the electronic shelf edge labels or add products to a virtual basket through the app. Customers then pay for their products through the app but must take their phone to a Scan & Go point to complete their purchase. At this point any items for toasting can be handed to staff

- have food and drinks delivered to their table. This is done by placing a smartphone on the table where it is picked up by under-table beacons which identify your location. This is done at a zone level rather than being table specific. The same methods for ordering and payment via the app is then used.

Implications

There are sure to be adjustments to the technology, in-store process and layouts as Pret learns what works and what doesn’t.

However, Pret’s consistent market leadership gives confidence that it will deliver a slick and user-friendly system for both customers and stores - not to mention an invaluable database of customer buying habits on which to build loyalty.

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