From a „warm welcome“ to a professional retail media campaign – FastLaner & Co. offer these options.
Work on Scan & Go has been going on for years. Many approaches have been tested in the meantime and have disappeared from the market again. Many teething troubles stood in the way of the idea. EDEKA tested the Easy-Shopper or „Whiz Cart“, REWE the „Catch!, Net tested smart shopping trolleys with an app. Most recently, at the beginning of 2026, an intelligent self-checkout system was installed on the shopping trolley in a V-Market in Munich tested.
Many solutions for Wanzl's FastLaner - a handle unit with a 10“ screen and hand scanner - were also on show at various stands at EuroShop 2026. Last but not least, Wanzl itself had given its shopping trolley a large presentation area on its own stand.
Why the topic is so interesting
- Delay-free quick purchase with self-checkout
- with reduced personnel deployment Particularly interesting during off-peak times
- Collect easy shopper data and learn more about the customer
- and now new: Promotion where the purchasing decision is made
Why shopping trolleys with a display are relevant right now
Brick-and-mortar retail is under pressure: rising expectations, declining attention, growing competition from e-commerce. The shopping trolley with screen offers a new opportunity because it reaches customers exactly where decisions are made - at the moment of purchase.
At EuroShop, we used the Wanzl FastLaner as an example to demonstrate the possibilities for addressing customers with advertising on the screen and the modern retail technology that can be used to good effect.
The possible applications go far beyond traditional advertising:
- Attention-grabbing campaigns directly at the start of the purchase
- Dynamic advertising playout (programmatic and targeted)
- Integration of shopping apps on the display
- Product scan with added value (Info, allergens, recipes)
- Cross-selling and upselling at the right moment
The decisive factor: The communication happens context-related and in real time.
Competitive advantage through early positioning
Why is it worthwhile for retailers to start testing early? Those who scale up early develop new sources of revenue. Those who test early gain experience. Those who integrate early secure media space
5 ideas for shopping trolley promotions
With solutions from PRESTIGEenterprise, Wanzl becomes the Fastlaner:
- for programmatically controllable retail media space
- for proactive sales support
- the digital assistant for the customer
Integrating pricing and promotional messages into the shopping trolley can be this clever!
1. strong start: shopping ideas when unlocking
When the car is unlocked, an eye-catching full-screen campaign starts automatically. Perfect for maximum visibility - either as a dealer message or booked brand advertising.
2. split display: use for app & advertising
Promotional playlists on the one hand and shopping apps on the other create benefits and monetisation at the same time. While shopping lists and discount campaigns create benefits for customers, advertising messages are simultaneously conveyed on the screen.
3. retail media: Dynamic campaign management
Retail media is integrated programmatically and continuously updated. Campaigns booked by the brand industry are played out precisely to the customer - in real time.
4. product scan: Additional information with added value
If the customer scans a product, relevant information such as ingredients, allergens or recipe ideas appear immediately. Context beats traditional advertising.
5th product scan: Campaigns with maximum sales impulse
With the product scan, the customer triggers targeted cross-selling campaigns - product recommendations and brand messages that trigger additional and impulse purchases.
Three specific application examples for the Wanzl FastLaner screen
With PRESTIGEenterprise’s solutions, the shopping trolley becomes a programmably controlled retail media space, an active sales support tool at the POS and a digital shopping assistant for customers. Pricing and advertising messages are seamlessly integrated – without any media discontinuity
Conclusion: Smart Cart - The underestimated touchpoint in store
The shopping trolley is one of the last unused communication channels in stationary retail - with 100 % reach per visit. Retail media at the shopping trolley connects Monetisation through advertising revenue, Better customer guidance and Higher shopping baskets. In short: More sales per customer - without additional sales space.
About the author
Sandy Heinzmann has been supporting the digital development of bricks-and-mortar retail for over 15 years. Her focus is on the question of how technology, communication and customer experience can successfully interact at the point of sale. At Online Software AG, she deals with topics such as retail media, digital signage, electronic price tags, automation and artificial intelligence. In her specialist articles, she combines experience from retail projects with current market and technology trends. Her aim is to provide a clear understanding of complex developments and provide practical inspiration for retailers and retail organisations.