As shoppers, we’ve all seen self-checkout stations pop up in stores nationwide. Some stores now only provide the self-checkout option.
This idea was initially implemented to save retailers labor costs by eliminating the need for cashiers at all times that the store is open. However, it hasn’t necessarily provided the cost benefit that some expected.
It’s arguable that a store with all self-checkout stations may be too much, as it eliminates shopper contact with the cashier whose role can serve as the face of the retailer. At the same time, a store with no self-checkout stations might also be a disservice to consumers who prefer less face-to-face interaction or are buying a last minute item and want to get in and out quickly. It seems a good compromise would be to have a few self-checkout stations in any given retail outlet in addition to express and regular checkout lanes serviced by a cashier.
Think of it this way:
- From the consumer side – Offering a few self-service checkout stands enables those who only have an item or two or who are really efficient at self-checkout to quickly complete their purchases.
- From the retailer standpoint – It also allows for face-to-face interaction with cashiers, creating opportunities to build relationships and establish brand loyalty.
- From an economical perspective – The retailer is being responsible by opening up more workable hours and creating job positions in the current dire job market.
On one hand, this is completely a personal choice where each consumer has a preference as to how they pay; face-to-face or self-checkout. Through trial and error, retailers will figure out what method best suits their stores and their shoppers’ needs. As all shoppers are unique, addressing the needs of different customers by offering regular and express checkout lines in addition to self-checkout stations seems to be the most well rounded option. As a consumer, which do you prefer? As a retailer, what has worked best for you and your customers?
