A2Z Cust2Mate Solutions Corp. (NASDAQ: AZ) is transforming physical retail from a historical data blind spot into a fully measurable environment through smart cart technology, according to a recent Customerland podcast featuring Editor-in-Chief Mike Giambattista. In his conversation with Cust2Mate CMO Yaniv Zukerman, Giambattista explained that smart cart platforms represent less about hardware and more about enabling a new attributable in-store channel powered by continuous behavioral signals.
The significance of this development lies in the emergence of performance-grade in-store retail media, which closes the historic gap between retail media and trade spend. By integrating cart-mounted screens, on-cart payment, loyalty systems, pricing, and POS systems, Cust2Mate turns the shopping trip into a stream of first-party data capable of improving labor efficiency, reducing checkout friction, and driving larger basket sizes with greater shopper confidence and engagement.
Giambattista reports that a screen tied to a known shopper becomes a persistent, contextual, closed-loop channel where uploaded lists, dwell time, scans, and product removals act as intent cues that trigger dynamic offers and decision recovery. This gives consumer packaged goods brands verified influence at the moment of choice, fundamentally changing how marketing effectiveness is measured in physical retail environments.
The potential impact extends across multiple stakeholders in the retail ecosystem. For retailers, the technology offers improved operational efficiency through better labor allocation and reduced checkout bottlenecks. For shoppers, the experience becomes more personalized and convenient with real-time offers and bypassed checkout lines. For brands, the closed-loop measurement provides attribution previously unavailable in physical stores, allowing for more effective marketing spend allocation.
According to Giambattista, physical retail may surpass digital measurement quality within two years, provided retailers maintain strict stewardship of shopper trust, privacy, and data governance. This represents a significant shift in retail analytics, moving physical stores from being measurement-challenged environments to becoming potentially more measurable than digital channels.
The modular, all-in-one detachable panels transform legacy shopping cart fleets into intelligent platforms that deliver a range of benefits without requiring complete infrastructure replacement. This retrofit approach makes the technology accessible to a wider range of retailers who can upgrade existing assets rather than investing in entirely new systems.
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