In recent years, self-checkout technology has taken the retail world by storm. Customers were initially drawn to the convenience and speed it offered. However, a backlash against self-checkout is now gaining momentum, causing some major retailers to reevaluate their strategies. In this article, we’ll explore how companies like Booths, Walmart, Costco, and others are rethinking their approach to self-checkout.
The Downsides of Self-Checkout
Booths, a well-known British supermarket chain, recently made headlines by announcing its decision to remove self-checkout stations in all but two of its 28 stores. In the United States, retail giants like Walmart, Costco, and Wegmans are also revising their self-checkout strategies. But why the sudden shift away from this once-popular technology?
According to Nigel Murray, Managing Director of Booths, customer feedback played a significant role in their decision. Customers expressed frustration with self-scan machines, citing issues with slowness, unreliability, and the impersonal nature of the process. Moreover, customers often struggled to correctly identify fruits and vegetables when prompted by self-checkout machines. Alcohol purchases, which required age verification, further complicated the process.
“Some customers don’t know one apple from another,” Murray remarked. “There’s all sorts of fussing about with that, and then the minute you put any alcohol in your basket, somebody’s got to come and check that you’re of the right age.”
The Evolution of Self-Service
The concept of self-service machines dates back to the 1980s when they were introduced as a means to reduce labor expenses. These machines shifted the work of paid employees onto customers, theoretically lowering operational costs. However, it wasn’t until the early 2000s that self-checkout gained popularity in supermarkets, driven by a desire to cut costs further.
The COVID-19 pandemic accelerated the adoption of self-checkout, as shoppers sought to minimize close interactions with employees and other customers. While it seemed like a win-win solution, retailers have since discovered some significant drawbacks.
The Hidden Costs of Self-Checkout
One of the main issues with self-checkout is its contribution to higher merchandise losses, a phenomenon known as “shrink.” Shrink includes both customer errors and intentional shoplifting. Retailers have long struggled with this problem, often attributing it solely to shoplifting and advocating for stricter penalties. However, self-checkout strategies have also played a role in exacerbating this issue.
A study spanning the United States, Britain, and other European countries revealed that companies with self-checkout lanes and apps experienced a loss rate of approximately 4%, more than double the industry average. Various factors contribute to this problem:
- Barcode Issues: Some products have multiple barcodes or barcodes that don’t scan properly with self-checkout technology. This leads to frustration and delays as customers manually enter codes or scan items repeatedly.
- User Errors: Customers may accidentally enter the wrong code or fail to hear the confirmation “beep” when an item is successfully scanned.
- Shoplifting Techniques: Some shoppers take advantage of the limited oversight at self-checkout aisles and have developed techniques for stealing. These tactics range from not scanning items to swapping cheaper items for more expensive ones.
Retailers’ Response
To mitigate these issues, retailers have tried to enhance self-checkout security features, such as adding weight sensors. However, these measures have led to more frustrating “unexpected item in the bagging area” errors, necessitating employee intervention.
Several major retailers have also taken steps to address these challenges:
- Walmart removed self-checkout machines at select stores in New Mexico.
- ShopRite discontinued self-checkout at a Delaware store due to customer complaints.
- Wegmans ended a mobile app that allowed customers to scan, bag, and pay for groceries while shopping, citing losses.
- Costco is increasing staff in self-checkout areas to prevent non-members from misusing membership cards.
The era of self-checkout may be coming to an end as retailers grapple with rising merchandise losses and customer dissatisfaction. While self-service technology promised efficiency and cost savings, it has come with its fair share of challenges. Customers’ desire for a more personalized and error-free shopping experience, combined with the increasing sophistication of shoplifting techniques, has led companies like Booths, Walmart, Costco, and others to rethink their self-checkout strategies.
As the retail landscape continues to evolve, it remains to be seen how these changes will impact the overall shopping experience and the future of self-checkout technology in the industry.