In-Store Tech? Shoppers Want It at the Checkout - eMarketer
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In-Store Tech? Shoppers Want It at the Checkout

Checkout has a bigger effect on retail satisfaction than price

June 5, 2015 | Retail & Ecommerce

Self-checkout registers are by far the most common new in-store technology implementation among retailers in the US—and the most popular with consumers.

US Internet Users Who Have Used Select In-Store Retailer Technologies, March 2015 (% of respondents)

According to March 2015 polling by CFI Group, nearly two-thirds of US internet users have used self-checkout registers at the front of a retail store. That compared with just 20% who had scanned items at kiosks around the interior of the store, and 17% who had checked out with a sales associate roaming around the store.

One reason is likely that self-checkout registers are also more common than the other types of checkout methods. More than two in five retailers surveyed offered them, while fewer than one in five offered either standalone kiosks or roaming associate checkout.

According to CFI Group, the checkout process was the No. 1 driver of customer satisfaction with retailers, at 28%, ahead even of price, at 26%.

The survey found that self-checkouts were most commonly used in grocery stores, followed by big-box stores like Target and then freestanding specialty stores.

An April 2015 survey of US internet users by Retale found that respondents most wanted to use self checkout at mass merchandisers, supermarkets and drugstores. The main reason was having a limited number of items—and not wanting to wait in line.

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