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U Mobile Expands Digital Focus Via Smart Retail PoC With Qualcomm & The Food Merchant

  • U Mobile, Qualcomm and The Food Merchant (TFM) begins a smart trolley proof-of-concept (PoC) with TROLLEE P1, a smart shopping cart that will enable TFM’s customers to experience an immersive shopping journey
  • U Mobile will be providing the connectivity to enable TROLLEE P1’s software functionalities, which are powered by Qualcomm’s chipsets, at The Food Merchant supermarket at Pavilion Embassy
  • During the PoC, feedback will be captured from supermarket shoppers to improve TROLLEE P1’s user functionalities  


Kuala Lumpur, 20 September 2023 – U Mobile, the data-centric and award-winning mobile and digital services company, is partnering with Qualcomm, the innovative connectivity solutions provider that intelligently connects everyone and everything, and The Food Merchant (TFM), the country’s first international premium grocer that has curated and sourced over 250 international brands in-store, to conduct a proof-of-concept (PoC) with the TROLLEE P1 smart retail solution for shopping carts at TFM’s outlet at Pavilion Embassy, Jalan Ampang. The PoC is currently ongoing and will run for a limited time only.


With TROLLEE P1, shoppers can search for products by categories and recommendations by simply keying in the name of the product that they are looking for. To save time, shoppers can use the navigation feature on TROLLEE P1 to locate products in the store. Shoppers can manage their shopping list and shopping budget by scanning the products with the device before placing them into the cart. If there is a promotion running for a product, promotional ads may appear on screen when shoppers are near the location of the product. This feature is made possible with TROLLEE P1’s highly accurate in-store positioning system. The self-checkout feature in TROLLEE P1 also offers convenient, fast and contactless payment, eliminating the need for shoppers to queue at the cashier. Another innovative feature is the use of augmented reality (AR) technology in campaigns to engage shoppers with interactive games and activities, giving shoppers an immersive shopping experience.


For retailers, TROLLEE P1 presents an opportunity to bridge the gap between the online and offline (O2O) customer journey as the smart shopping cart’s proprietary hardware and software is able to capture data on shopper patterns and preferences. This data can be analysed for retailers to enhance their loyalty rewards system, provide targeted marketing content, as well as improve operational efficiency by facilitating quicker decision-making as all data can be displayed in real time through the TROLLEE Data Dashboard.


This smart retail PoC collaboration between U Mobile, Qualcomm and The Food Merchant is particularly timely as Malaysia’s retail industry continues to track positively against projections, with Q12023 growth recording a better-than-expected rate of 13.8% in retail sales, as compared to Q12022. The global estimate for smart retail market is also estimated to be worth USD $91.36 billion by 2030, highlighting the interest that retailers have in wanting to have greater insights to their customers’ behaviour via digital transformation.


Alex Tan, Chief Sales Officer of U Mobile, shared, “Our vision is to be Malaysia’s favourite digital services provider and true to that ethos, we are always looking at how we can leverage on digital innovations to enhance industries. With the Malaysian retail industry rebounding so reassuringly post-pandemic, we believe that this is the best time for U Mobile to provide our connectivity expertise to power technologies that elevate the supermarket shopping experience for Malaysians Hence, we are delighted to partner Qualcomm and The Food Merchant on this initiative as the insights provided by their customers will be invaluable.”


Alex adds that smart retail is just the start as U Mobile is actively seeking to partner different industries to explore or implement digital solutions to contribute to Malaysia’s ambition to be a technology-based economy as outlined in the 12 Malaysia Plan.


“As we look towards the future, The Food Merchant is at the forefront of technology adoption in the retail industry. From state-of-the-art checkout systems to augmented reality shopping experiences, we believe that embracing technology is essential to make seamless shopping easier, faster, and more enjoyable for our customers. Simultaneously, we continuously curate our product offerings to ensure our customers have access to the finest and freshest options to enhance the overall shopping experience,” said Leong Pei Khim, The Food Merchant’s Chief Operating Officer.


ST Liew, Vice President of Qualcomm Technologies Inc and President of Qualcomm in Taiwan and Southeast Asia said, “At Qualcomm, we believe that the future of retail lies in the seamless integration of cutting-edge technology. Our smart retail solutions empower businesses to transcend traditional shopping experiences, creating dynamic environments where data-driven insights meet personalised interactions. By seamlessly integrating AI-driven smart retail solutions, we're not only enhancing customer experiences but also catalyzing a broader digital transformation that's redefining the landscape of business and connectivity. The journey ahead is exciting, and we're thrilled to see Malaysia's retail industry and beyond embrace this intelligent evolution.”


TROLLEE P1 PoC is made possible by U Mobile, The Food Merchant, Qualcomm and Xingtera. Shoppers can experience the convenience that TROLLEE P1 provides now at The Food Merchant at Pavilion Embassy, with a selected set of functions. They can then provide their feedback by scanning the QR code provided by TROLLEE P1 after they checkout.



Image shows TROLLEE P1 with the pop up ad function whereby it is able to recommend customers a product on promotion when customers are near it in the supermarket.

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