Morrisons has become the first UK retailer to deploy Instacart's AI-powered Caper smart trolleys, launching the technology at its Preston supermarket in what the companies are framing as a trial ahead of a broader rollout across Lancashire and potentially the wider chain.
The Caper trolley automatically identifies items as they are placed inside — including weighing loose produce on the spot — and displays a running basket total on a built-in touchscreen. Shoppers can scan their Morrisons More Card loyalty card directly on the trolley to access real-time promotions and personalised recommendations as they move through the store. At the end of the trip, a barcode on the trolley's screen is scanned at a dedicated Caper checkout lane to complete payment, bypassing traditional till queues.
Why Morrisons Moved Now
Research from Researchscape International, commissioned by Instacart, gives some context for the timing. Fifty-four percent of UK consumers say they enjoy discovering products they weren't originally looking for, yet most approach the weekly shop on autopilot. At the same time, 53% say they have passed on grocery items because they were unsure they could afford them, and 46% cite loyalty programmes as their preferred budgeting tool — a figure that maps squarely onto the More Card integration built into every Caper unit.
Gordon Macpherson, Productivity Director at Morrisons, called the launch a direct response to customer demand for more transparent, rewarding in-store experiences. "Caper smart trolleys give customers real-time visibility of their spending, instant access to their More Card savings, and a more seamless experience in the aisle," he said.
Instacart's International Push
For Instacart, the Preston launch is its first UK retail partnership for the Caper platform, extending a footprint that already covers more than 100 cities across the US and Australia. Domestic partners include Kroger, Wakefern Food Corp., and Schnucks; Coles anchors the Australian deployment. The company reports net promoter scores above 70 at fully rolled-out locations — a benchmark Instacart positions alongside consumer brands rather than retail technology vendors.
David McIntosh, Chief Connected Stores Officer at Instacart, described the launch as proof that the physical store can deliver the personalisation shoppers associate with e-commerce. "Customers want technology that helps them stay on budget and discover products they love, and Caper smart trolleys deliver both, directly in the aisle."
The Caper platform sits within Instacart's Connected Stores suite, which is designed to help grocery retailers bridge online and in-store shopping data. For operators tracking in-store technology investment, the loyalty integration is the headline capability: linking a shopper's digital profile to their physical cart removes the friction that typically limits real-time personalisation on the forecourt or the shop floor. Morrisons operates roughly 500 supermarkets and around 1,700 Morrisons Daily convenience stores, making the Preston trial a meaningful proof-of-concept for a much larger potential footprint.
The Preston deployment is described as an in-store trial, with Morrisons and Instacart both citing customer response data as the benchmark for any expansion decisions.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
