Panera Bread will use Amazon’s palm readers for payment, loyalty program
Panera says Amazon’s tech will help personalize the experience for consumers — at a time when personalization across retail is key. Panera’s employees will offer meal recommendations tailored to a customer’s Panera history that’s unlocked when a customer scans their palm.
“After a simple scan of the palm, Panera associates will be able to greet guests by name, communicate their available rewards, reorder their favorite menu items or take another order of their choice, extending the guest experience into a true and meaningful relationship,” the release said.
To coincide with the Panera partnership, Amazon has also launched pre-enrollment for Amazon One. First-time Amazon One users can go to Amazon’s pre-enrollment website where they can create their profile and input their credit card information. Then, when they get to Panera or anywhere else that has Amazon One tech, first-time customers will use a QR code received during the pre-enrollment process and will link their palm to their Amazon One account. Customers who don’t pre-enroll can complete the entire registration process at Panera.
In addition to the two Panera locations, Amazon One tech, which like its Just Walk Out tech is aimed at reducing friction in the checkout process, is available at other retail locations, including some Amazon Go, Fresh, Style and Whole Foods Market stores. It’s also available at two pickup-only Starbucks locations in New York City, at Hudson Nonstop stores in select airports, and at sporting event and music venues.