Retailers are increasingly replacing cashiers with self-checkout stations to cut costs and streamline operations, but is this really the best choice for everyone involved? It turns out these automated checkouts might not be the perfect solution they seem, causing more trouble than they’re worth for both shoppers and the supermarkets themselves.
Results of the Study: How Self-Checkout Affects Customer Loyalty
A recent study by scientists from the University of Alberta, however, demonstrates differently. A study published in the Journal of Retailing and Consumer Services suggests that self-checkout barriers at supermarkets may erode customer loyalty, especially for those who buy frequently.
When customers use self-checkout, they often feel overwhelmed and unsupported, leading to a frustrating experience that can sour their overall perception of the supermarket.
Experiment Findings: Cognitive Load and Customer Satisfaction
In two experiments with more than 1,200 participants, researchers asked subjects to complete a simulated grocery shopping task through self-checkout compared to that done with cashier checkout.
The researchers then measured the customers’ satisfaction, loyalty, and perceived value of the supermarket as well as the cognitive load, or how much mental effort was involved to complete the task.
Studies show that supermarkets face significant challenges with self-checkout as customers experience increased mental strain, stress, and dissatisfaction, especially when dealing with larger shopping orders that require scanning, bagging, and paying for numerous items.
The first finding is that having to cope with the increased cognitive load also reduced customers’ perceived value of the supermarket and their intention to return or even recommend the store to others.
Recommendations for Addressing Self-Checkout Challenges
Researchers suggest that self-checkout isn’t a universal solution and that supermarkets should offer a variety of checkout options to cater to the diverse preferences and needs of their customers.
They also recommend providing more assistance and positive reinforcement to those using self-checkout, along with incorporating more human interaction like greetings and thank-yous to enhance the overall shopping journey.
Expert Opinions: Why Self-Checkout May Be Frustrating
Some of these research findings align with what industry insiders and shoppers have been expressing for a while; for instance, Kate Taylor in a 2018 Business Insider article famously declared that self-checkout is ‘terrible’ and ‘needs to die.’
She further highlighted various reasons why self-checkout can be so frustrating and inefficient, pointing to frequent errors, a lack of privacy, security concerns, and the unfortunate impact on employment.
Financial Impact: Does Self-Checkout Save Money?
According to Taylor, self–checkout does not necessarily save either the retailers or the customers time or money. IHL Group, a retail consulting firm, reported in 2015 that self-checkout facts lead to 122% growth in shrinkage — or inventory loss due to theft or error.
According to the report, self-checkout cost retailers $14 billion in 2015 but getting rid of the machines would save retailers $2.8 billion and create 250,000 new jobs.
Weighing the Pros and Cons of Self-Checkout
Ultimately, it’s clear that self-checkout in supermarkets isn’t a one-size-fits-all solution that works perfectly for both retailers and their customers.
There are definite pros and cons depending on what customers want, what they need, what they expect, and what the retailers are aiming for with their goals, strategies, and available resources.
Therefore, it’s crucial for supermarkets to thoroughly examine these elements and figure out the best way to optimize their checkout strategy to maximize the benefits while minimizing the downsides for everyone.
