Some retailers have been getting rid of self-checkout lanes, but a new study by Empathica Inc., found that consumers love them.
The survey asked consumers which technologies they value most in their grocery experience, and how their expectations are being met by grocery stores across the United States and Canada. Results showed self checkouts ranked as the No. 1 technology that enhances consumers’ overall shopping experience.
When evaluating grocery technologies, 65 percent of U.S. consumers considered self checkouts important, according to an article on progressivegrocer.com.
In a consumer insights panel survey of more than 16,000 consumers, the company found that these are the top grocery store technologies that consumers value:
1. Self checkouts
2. Easy-to-use website
3. Kiosks offering product information, coupons, recipes, etc.
4. Electronic offers sent via email or mobile device
5. Wireless access within store
“Brands have the opportunity to differentiate themselves from competitors by implementing the technologies consumers look for when choosing a grocery store,” said Brian Jones, Empathica VP of grocery and consumer packaged goods in the article.
“As technology continues to evolve, stores need to consider new grocery store enhancements, and how they’ll improve the overall grocery experience for shoppers.”
But retailers who offer self checkouts need to make sure they’re working correctly because when there are problems, it actually takes longer to checkout than it would have to go through a traditional line.
Half of consumers indicated that an easy-to-use grocery website is also important. But despite its importance, a third of consumers say websites only “sometimes” (28.8 percent) or “never” meet their expectations (4.1 percent).
Source: Progressive Grocer, August 2011
