What’s the right mix for retail checkouts asks Olivia Robinson
Retailers have spent years refining the in-store experience to make shopping more convenient, and self-checkouts have become a familiar part of that effort. Many shoppers appreciate the speed and autonomy they offer, while others prefer a manned checkout where they can have a friendly conversation with a cashier.
The evolution of self-checkouts has offered shoppers a faster, more convenient experience, but not without challenges. Retailers now face new considerations, particularly with integrating new technologies with existing processes and systems.
For example, Tesco recently introduced AI technology at some of its self-checkouts to identify when shoppers fail to scan an item properly or may be attempting to shoplift. But the increased surveillance has at times led to shopper frustration on social media and a renewed appreciation for traditional checkout lanes.
So, what’s the solution for retailers looking to keep customers happy, while also curbing rising levels of theft and ensuring each shopping experience is as smooth as possible?
The answer lies in combining technology and human service, so they coexist throughout and at the final stage of the shopping process. This will help retailers offer customers genuine choice, reduce overall queue times and foster greater customer loyalty.
Catering to individual preferences
A human-technology partnership blends staffed tills with self-service options, offering flexibility to suit different shopper requirements. This balance gives customers the option of making a quick exit if they want to, while maintaining traditional tills for those with fuller baskets or who simply prefer human contact. Providing both options helps manage footfall more effectively, reduce bottlenecks and support different shopping behaviors.
Some retailers have started removing self-checkout machines from select stores in response to customer feedback. But rolling back self-checkout deployments doesn’t mean that technology needs to be rolled back as well. Instead, it should be used more intelligently to improve the experience for everyone.
Wearable headsets are improving coordination between team members, whether they are on the tills, monitoring the self-service checkouts or supporting in the click & collect and returns areas. And it gives an opportunity for customers to see how technology integrations can directly benefit their shopping experience. Shoppers looking for that human interaction can talk to someone if they wish, but know that technology is there to help if needed.
For example, if a self-service checkout requires intervention due to a fault, a colleague can call on another team member for help. Or if long queues are starting to form at in-store pickup stations, the colleague at the station can call for extra help to serve a customer.
Two-way call points also give customers the opportunity to directly engage with retail colleagues through assistive solutions, opening up further lines of communication. Rather than feel like they are being watched by surveillance technology on a self-service checkout, they can be empowered to use a technology integration to call for a member of staff when they need assistance, thereby enhancing their experience. If speed is what customers are looking for, then headset-equipped colleagues can assist in a faster shopping experience, no matter what till the shoppers opt to use.
Automation in the right areas
Recent frustrations around overly intrusive self-checkout systems highlight the need to implement the right technology in the right areas of the shopping journey. Where automation for surveillance is one possible approach, voice communication technology can be integrated with key touchpoints around the store to provide tangible benefits to both colleagues and shoppers.
AI, for example, is already being used to great effect to spot where certain items are running low or a perishable is nearing its expiry date. This information can be sent in real-time to colleagues via their headset devices, enabling them to replenish stock as needed, prevent any out-of-stock incidents and ensure that out-of-date items are removed before being bought by a customer.
As AI tools continue to grow in sophistication, colleagues will have the right level of automated technology at their fingertips to deliver human-driven shopping experiences. Self-checkouts have their place, but automation can make a tangible difference in numerous other areas, it just has to be implemented correctly.
It doesn’t need to be a choice between people or technology
The future of retail shouldn’t be focused on choosing between people or technology. Instead, it’s about combining both to create smarter, more responsive shopping environments. Self-checkouts still serve a purpose for many customers, but their value lies in how well they complement the wider customer experience, rather than replace it.
As retailers continue to refine their in-store strategies, the focus should be on giving customers choice, using technology where it adds clear value and supporting staff to deliver a seamless service. Finding the right balance between people and technology at self-checkouts will help to meet the needs of a diverse group of shoppers while improving efficiency at the same time.
Olivia Robinson
Olivia Robinson is Head of UK & EU at VoCoVo, a voice technology innovator. From independent convenience stores to the world’s biggest retail organizations, VoCoVo’s suite of solutions – which include lightweight headsets and call points, enables team members within any retail environment to actively contribute to their store’s success. VoCoVo’s easy-to-use technologies are grounded in the everyday experiences of retail teams, facilitating seamless interactions that boost morale and engagement to enable stores to elevate their performance, team safety and customer