Self check out solutions, learning from the supermarkets

What are the secrets for rolling-out successful self-checkout systems?

Self-checkouts are reliable, cost-effective and user friendly and are now a regular feature in many supermarkets in the UK and internationally. As a result, other retail sectors are starting to implement self-checkout terminals, but what can be learnt from the experience of supermarkets and the grocery sector?

When self-checkouts were first introduced, retailers had many concerns about what the benefits would be in comparison to the expense of implementing new terminals. It was felt that consumers would not understand how to use the terminals and retailers would have to invest in educational programmes to promote their use. There was also concern amongst store staff, who saw them as a threat to jobs.

However, in the last few years retailers have begun to recognise that the benefits do not necessarily lie in driving high percentages of customers through the self-scanning lanes at the checkout - although in many cases this percentage is increasing rapidly. Most of the large players in the grocery market have found that self-checkout provides the biggest benefits when viewed as part of the customer service strategy.

Consumers, now more than ever, demand choice – supermarkets provide this in many areas of the store from several varieties of olive oil to offering a fishmongers as well as pre-packed fish and ready made fish dishes. The demand for choice does not stop at supermarkets, consumers now expect it throughout their shopping experience and other sectors are expanding their range and adapting the in-store environment to meet this need.

As a result, shoppers appreciate being given the choice of managing their own purchases and being in control of the checkout experience. Whilst some people prefer to have a member of staff scan their products and pack their bags, others find it more convenient to do it themselves.

Most consumers are now sufficiently technologically savvy to use self-checkout terminals and find them intuitive to use. When they were first introduced it was expected that young professionals would be the key target market, however older people have taken to the terminals in large numbers. They like the fact they can go through the checkout at their own pace without feeling hurried by checkout staff. People shopping with children also find self-checkout a great way to keep the kids occupied at the till point.

Staff have recognised that self-checkouts are not a threat to their jobs and in most cases it has not led to a reduction in numbers. Retailers are able to redeploy staff to other functions, where they can ensure the store runs smoothly and the customers’ experience is positive. Checkout operators are also far happier as they have smaller queues and less stress, so in many stores staff turnover has fallen.

Retailers should also think beyond self-checkout terminals to other self-service devices for customers, such as kiosks that offer customers the choice of coming into a store and buying just one item.

For example, Vodafone has recently launched the Quickphone kiosk, the first vending machine in the UK to dispense mobile phones. In the highly competitive retail market, customer service is everything and stores must ensure that shoppers have a good experience every time they come in. By viewing selfcheckout as part of a strategy for improving the customer’s experience, retailers can have the flexibility to improve other areas of their offering.

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