The Co-operative Group has unveiled new technology to gain customer feedback while they are shopping.

Trollies at selected Co-operative Food stores will have a tablet device fixed to the handle which gives shoppers the opportunity to express their opinions as they go around the store.

Some questions will be specific to the area that the shopper is in at that particular time and will cover range and layout, while other questions cover issues such as sustainable food, youth unemployment and localism.

According to customer director Andrew Mann, the answers will enable The Co-operative to maximise its customer offering and help determine how it fulfils its new purpose of “championing a better way of doing business for you and your communities”.

“If we are to fulfil our ambition to be the UK’s best local food retailer it is really important that we know what our members think about our stores and act upon their feedback,” he said.

“The high tech trollies not only make it easy for customers to tell us about their shopping experience but because the information is collated digitally we can access what they say almost instantly. This feedback will also enable us to find out what our members and customers think about our community engagement.”