Times – they are a-changing!
In the U.S. it’s typical for customers to wait in lines at the checkout counter when making store purchases. Though checkout lines are a long withstanding norm, customer service has evolved over time, with buyers now increasingly expected to perform some of the duties of the store staff. Use of self-service checkouts (SCOs) are also known as assisted checkouts (ACOs) have risen in popularity over the years. They are mainly used in supermarkets, though they may appear in some department and convenience stores.
Not so long ago…
In the not-so-distant past, store staff members typically and exclusively handled ringing up items, bagging them for customers, and accepting payments. Sometimes, they would chat with customers, offer to carry bags to their vehicle, and even help load bags into the customer’s vehicle. However, customer service has made a big swing in many stores –with customers expected to check out on their own!
The evolution
The advent of self-checkout in many stores means that customers are expected do “the work” of checking out themselves – including ringing up their own items, bagging goods, and paying by inserting a credit or debit card or cash into a machine. In fact, the only interaction between customers and store employees is likely to troubleshoot questions with pricing or problems in the bagging area.
Do we like them?
The simple answer is some do, and some don’t. Proponents of self-checkout share that: It’s faster by offering more checkout options. They also perceive less human contact as a benefit. Opponents describe self-check out as: frustrating due to confusion and/or equipment, scanning, or bagging problems. They perceive less human contact to be a drawback.
Why do stores embrace them?
Stores generally embrace self-checkout machines which allow customers to complete their own transactions. It provides some benefits to retailers as one attendant can effectively run up to six checkout lanes – so it ultimately saves them labor costs. However, in addition to user frustration, theft and skip-scanning are commonplace.
A growing controversy
Target, the popular general merchandise seller of household goods, electronics, clothing, groceries, toys, and more is now “pulling back” on self-checkout. They are making changes to limit self-checkout to ten items per customer. Otherwise, customers will have to wait for a human cashier.
But why?
The retailer aims to “…reduce wait times and better understand guest preferences.” Per News 5 Cleveland, “Target has implemented new self-checkout rules at many of its locations as some retailers have said self-checkouts can cause an increase in theft. The new rules will apply at most of Target’s nearly 2,000 locations.” Per the news station, “Target reported that it lost $550 million more in inventory shrink in 2023 compared to 2022, but the company is optimistic changes will slow down shrinkage.”
Who invented self-checkout?
Self-checkout machines, created in the 1980s, are the invention of David R. Humble at Deerfield Beach, Florida-based company CheckRobot, Inc. Humble also invented the original anti-shoplifting security tags found in stores worldwide.
Modern day advances
Throughout time, the technology of self-checkout has expanded. In 2016, Amazon Go began experimenting with a store using cameras and sensors to detect what each customer places in their cart. Customers scan a QR code and start shopping. Ultimately, the program totals up their purchases and bills their account. So, perhaps one day, there will be no lines at all.
How do you feel about self-checkout? Please share your experiences with us!
