Case Study of the Week: Investing in Smart Carts

Aug 11, 2025

Marketing

You are to assume the role of the general manager for Valley Grocery, a large grocery store. The owner of the store wants you to analyze the possible economic benefits and risks of investing in new smart shopping carts.  

Valley Grocery is located in a metropolitan suburb. There are three other supermarket options in the suburb and Valley Grocery consistently ranks third in sales, behind two national supermarket chains.

The owner is considering purchasing AI smart shopping carts for the stores. The AI smart shopping carts allow customers to:

  • Scan items
  • Track spending
  • Access deals and coupons
  • Offer personalized recommendations
  • Pay for purchases

Valley Grocery currently has 250 traditional shopping carts that cost $100/piece. The new AI smart shopping carts are priced at $1000/piece. The three other supermarkets in the suburb only have traditional shopping carts.

The owner wants you to analyze how investing in AI smart shopping carts could affect profits, the potential risks and the effects on customers. The owner wants you to provide a recommendation.

Questions?

Randi Bibiano
Competitive Events Specialist
randi@deca.org

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career Cluster:

Marketing

Instructional Area(s):

Economics

Performance Indicators:

Identify factors affecting a business’s profit
Determine factors affecting business risk
Explain the concept of competition
Identify product's/service's competitive advantage