Self-checkout
Technology Prized by Grocery Shoppers for Ease, Speed, Control
Consumer transaction technology firm NCR Corp., Duluth, Ga.,
unveiled results of a global shopper survey on use and preferences associated
with self-checkout (SCO) technology. Globally, 90 percent of respondents use
SCO technology. The figure dips slightly in the U.S., where 84 percent of
shoppers use SCO.
The study, conducted by NPD Group on behalf of NCR, revealed
that shoppers like the convenience, ease of use and speed that SCO offers. More
than 2,800 respondents weighed in from nine countries, including Australia,
France, Germany, Italy, Japan, Russia, Spain, United Kingdom and the United
States. “Shoppers also like the control SCO offers, maybe to pack their own
groceries or check prices,” says Dusty Lutz, general manager of self-checkout
solutions at NCR Retail.
“As consumers become more comfortable with the technology, and
as technology improves, we expect it to grow,” Lutz told Progressive Grocer. In terms of adoption, men are
slightly more likely than women to use SCO, and in terms of age, 73 percent of
respondents 65 and older use SCO, an indication that usage transcends age.
“We’re seeing a growing appetite for SCO, when appropriate,” he says.
Enhancing the checkout experience
The sweet space for SCO has been smaller baskets of five to 15
items. “Shoppers have a lot of trips that fit that profile, but many also shop
for the week, and have 40 to 50 items. We’re working on projects for large
order service that delivers the same experience.” One solution is ScanPortal,
which is a combination of assisted and self-service checkout, where attendants
handle produce, items sold by weight or age-restricted items. Another solution
is a convertible self-checkout, which can be either cashier-manned during peak
periods, or converted to SCO to provide more choices for shoppers. NCR also
views small, card-only SCOs as a growing area for retailers that want to offer
additional convenience in select areas of the store, such as in-store delis.
“The card-only is reduced foot print, a small unit that allows consumers to
easily scan a few items. It’s great for high traffic areas where people are
dropping in for a drink and sandwich at lunch, or a magazine after work. It’s
an additional checkout point that’s affordable for the store, but gives
shoppers more checkout options that makes the trip faster,” says Lutz.
“We’re always working with retailers and consumers to learn what
the inhibitors are to using SCO more often. We’ve got some innovations in the
works to make transactions even easier. We want to eliminate interruptions,
such as ‘item in bagging area,' with intelligent video monitoring, called
SmartAssist… it helps make the journey more seamless, and extra security is a
bonus.” The ultimate goal, says Lutz, it driving a quicker, better experience
for the shopper, including shorter lines, a quicker transaction, but with an
optimal experience.
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