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in-store technology

Step by step to smarter stores 

How supermarkets can use technology to inspire healthy shopping

Shopping for healthier options sounds simple, but anyone who’s standing in front of a packed supermarket shelf knows it’s not. Shoppers make quick decisions, guided by habits, time pressure, and subtle store cues. That’s where technology can make a real difference.

Our Foodvalley expert Judith van der Horst-Graat joined a diverse team of supermarkets, tech companies, academia and food specialists to explore how in-store technology can encourage healthier shopping choices. Together, they created a blue paper with an inspiring outcome: the In-store Technology Matrix. This practical tool helps supermarkets understand where they stand and take the next step in making the healthy choice the easy choice for their customers.

The new blue paper “Gezondere voedingskeuzes met in-store technologie” was developed within ShoppingTomorrow (Thuiswinkel.nl) and initiated by a.s.r. Vitality and the Amsterdam University of Applied Sciences.

Technology as a guide

The matrix brings clarity to a complex question: How can technology guide consumers toward healthier, more sustainable choices, without feeling pushy or gimmicky?

Here’s how it works:

  • On one axis, you’ll find seven consumer needs or development states — from “Show me the way” to “Help me choose” and “Confirm my choice.”
  • On the other axis, three supermarket maturity levels are outlined: Starting, Growing, and Leader.

By combining the two, supermarkets can instantly see which types of technologies fit their current stage, what works today, and what the logical next steps are. The matrix is filled with tangible examples — from simple QR or NFC touchpoints to more advanced integrations, such as self-scan prompts, dynamic shelf displays, or basket feedback systems.

The In-store Technology Matrix

for healthier choices: inspiration per consumer need and supermarket maturity level

source: blue paper “Gezondere voedingskeuzes met in-store technologie”

From insight to action

What makes this matrix truly valuable is its hands-on approach. It doesn’t just inspire; it helps supermarkets to act based on their current situation. By starting small and testing with available tools, supermarkets can build a solid foundation to scale only what proves effective. By applying the matrix step by step, supermarkets can make meaningful progress toward a shopping experience where the healthy choice becomes the easy choice for everyone.

Ready to take the next step?

Dive into the blue paper and discover how your supermarket can turn insights into action (the paper is in Dutch). Download it here >

source: blue paper “Gezondere voedingskeuzes met in-store technologie” – ShoppingTomorrow