We’ve all been there. Standing in the self-checkout area at the supermarket, some sort of error code on the screen, looking around for a staff member to come and help you so you can finish your shopping and go home.

 

It’s frustrating. Most of the time we’ve chosen self-checkout (SCO) so that we can avoid queues and get through quicker. Or we may not have even had a choice, as at quieter times of the day some stores are closing their manned checkouts altogether. 

 

The funny thing is, most people have a positive response to using SCO. Or at least having the choice of SCO. Our own global research project, commissioned through Kantar, revealed that 80% of consumers consider it important for retailers to provide a choice of checkout options. 

 

What shoppers don’t have a positive response to is feeling abandoned to the whims of a machines, without choice or support. Customers don’t react well to feeling like another number through your door, or to feeling like you are just trying to squeeze every penny out of their visit, with no care for their experience.

 

Of course, labour savings are the primary ROI for self-service technology, so no one thinks that there should be a member of staff standing at every SCO, just waiting to help. But there is a balance to be struck, and it’s clear that many retailers have missed that sweet spot. A survey from thegrocer.com asked why consumers think self-checkout numbers are increasing, and 69% answered that it’s to save the retailer money. They don’t feel like you are thinking about them, or seeking to add to their experience. 

 

It doesn’t have to be this way.

 

Considering that consumers generally like having a self-service option, it’s clear that it’s the implementation that needs some rethinking. And many retailers are already recognising that they have leaned too hard into the cost-saving potential of SCO, and have left some customers behind in the process. Many large retailers have started scaling back their SCO aisles and staffing more manned checkout lanes again.

 

They key here is that self-service options such as SCO are not just a way to cut labour costs. When done right, with the customer at the centre of the decision-making, self-service solutions can actually be an investment in the customer experience. They can expand the customer journey by offering unique features such as privacy while purchasing, personalisation through linking with loyalty apps, and, of course, less waiting in line. 

 

But to achieve this, retailers cannot take a “set it and forget it” approach. Self-service is a huge shift from how things used to be done. And, as with any big change, it’s important to listen to your customers, take their feedback on board, and refine your approach.

 

The number one negative feedback we see on surveys and in the media is that customers feel abandoned without the support they need when things go wrong. And it’s not just the customers – staff recognise the problem too. The ECR Retail Loss Group noted that 60% of staff believe they cannot cope with the number of self-checkout machines they are assigned to manage. 

 

Most people are happy enough with self-service when everything works as it should, but when problems arise, a smooth transition to human support is essential. Smart automation solutions such as SCO, Kiosks and POS Cash Automation can be used to empower humans, instead of just replacing them. They can allow your staff to do more for your customer, be more available, create a better experience. 

 

We believe retailers can find the balance between efficiency and service. We believe that self-service doesn’t have to mean less service. With the right solutions, and thoughtful implementation, we can create a win-win for both you and your customers.

 

Glory is a full-spectrum retail solutions provider, delivering everything from SCO to Kiosks to Cash Automation, and even connecting everything with a complete Unified Commerce platform. Have a chat with one of our retail experts to discover how we can help you implement smart automation solutions to raise efficiency, empower your staff, and enhance the customer experience.

 

To learn more about how to implement automation effectively, download our free eBook:Automation without Alienation.