Included in that list is an ideas section that lists other items they may want. Safeway also provides a loyalties section that tracks points customers can redeem for purchases. There's also a recipes section that will soon be automated. Customers will be able to click on a specific recipe, and all the ingredients needed would automatically be added to their shopping cart. The mainframe collects and mines customer data and delivers to the Palm Pilots the personalized shopping lists.
Customers then can indicate the items they want, in addition to scanning bar codes.
Safeway will add more front-end options, so consumers can enter their orders in more ways. In February, it will link Easi-Order to a Web site, and it's looking to offer interactive TV access as well. IBM is exploring the feasibility of a speech-recognition system that would let Safeway customers call in orders by phone. The Improv also is relying on bar-code technology to improve customer service. The new program is the brainchild of Tom Castillo, owner of the Dallas Improv and an investor in two other Improv clubs.