Standing in a check-out line is the least pleasant part of the shopping experience – and it could become a thing of the past. New technology is allowing shoppers to make in-store purchases with their phones, and a variety of self-checkout pilot projects are already underway at stores in Montreal. Some are as simple as scanning a QR code, and confirming your credit card information. Consumers want to spend as little time as they can in stores, according to Maxime Cohen, Scale AI Chair Professor at Desautels and the Co-Director of the Retail Innovation Lab. This kind of seamless in-person experience replicates what people like about online shopping. It’s easier, faster, and more pleasant.