• Home
• CBS Evening News

Everything's changed in the grocery game since Wal-Mart muscled in and quickly became the biggest in the business. Supermarkets quickly learned that, since it's almost impossible to compete on price, they better have something else to sell. And surveys have shown almost half of us are willing to pay more for a more pleasant trip down the aisles.

Stores around the country are getting the point that service sells - whether it's redesigned stores geared to convenience or high-end "food boutiques" aimed at the well-heeled connoisseur.

So this sounds like an industry in flux.

"I think what it really comes down to is which supermarkets are thinking about how they can best serve their customers and the ones who do the best will be the ones that survive," said Mitch Corwin, Morningstar Supermarket analyst.

Back at the store, Stephanie and Valeria have made their rounds, and thanks to their high-tech cart, they just how much they've spent even before they check themselves out.

The chain plans to equip 20 more stores by year's end, betting millions that shoppers will keep coming back to be with their buddy.