In an effort to cut costs and better compete with other discount retailers, Sainsbury’s, the British grocers is introducing Smart Shop, a new service that enables customers to scan their shopping with a handset or mobile phone at a checkout. It will be available in 45 stores by mid-November. The supermarket giant has also completed a checkout-free shopping trial in London Euston in September with further trials planned. Chief executive Mike Coupe said the brand was continuing its focus on offering customers "great value." "We are adapting to meet customers' changing shopping habits and, as a result, we are seeing positive momentum across the business."