Self-checkouts, once considered a revolution in supermarkets, are now being questioned. A new study shows that this technology, far from being a hopeful cure, creates unexpected challenges for brands. What are the factors that explain this change? Let’s dive into the details of this fiasco that is rocking the world of mass distribution.
Self-checkout, once hailed as a breakthrough in the retail sector, is facing a harsh reality. A recent study, published last January, highlighted this. the lightthe light Difficulties faced by brands adopting this technology on a large scale. Far from initial promises of efficiency and savings, many supermarkets are reassessing their strategy, facing financial losses and growing customer dissatisfaction.
Hopes for self-service technology are dashed.
The introduction of self-checkouts in supermarkets brought great hope. The idea seemed simple and promising: replace multiple cashiers with a single supervisor, while providing customers with a faster, more autonomous shopping experience. However, the reality turned out to be very different from the initial expectations.
Christopher Andrews, associate professor and head of sociology at Drew University (New Jersey), asserts: ” Stores see this as the next step… but they realize they’re not saving money, they’re losing money.ArgentArgent. » This statement highlights the contradictions faced by many brands.
The problems faced are several:
- slow transactions;
- system failure;
- Increase in sales
These difficulties have led many retail chains in both the United States and the United Kingdom to reconsider their approach and reduce their reliance on these automated systems.
A return to the favor of the human element
Faced with these challenges, many brands are making a strategic shift. Dollar General, an American discount store chain, illustrates this trend perfectly. Company CEO Todd Vassos acknowledged to investors: We have relied heavily on self-checkout in our stores. ».
This awareness is accompanied by concrete measures:
- Increase the number of employees in stores;
- strengthening human presence in check-out areas;
- A balance between technology and personal service
This change in direction is particularly explained by the alarming data on financial losses. Retailers using self-service technology are experiencing higher loss rates than the industry average, calling into question the perceived economic efficiency of these systems.
Consumers have a mixed impression
Consumer acceptance of self-checkout has proven to be more complex than expected. A survey of 1,000 US consumers in 2021 shows conflicting results:
|
aspect |
Percentage |
|
Preference for self-checkout |
60% |
|
Chess experience with this technology |
67% |
Amit Kumar, professor of marketing and psychology at the University of Texas, analyzes: “ When attempting self-checkout, if we feel we are not benefiting from it, we will not use it. » This observation highlights the importance of user experience in the long-term adoption of new technologies.
Towards a hybrid model
Faced with these challenges, the mass distribution industry is moving towards a model. HybridHybrid. Brands try to offer consumers a choice between human interaction and the use of machines. This approach aims to combine the benefits of automation with the added value of personalized service.
However, the investment already made in self-service technologies represents a challenge for many retailers. Transitioning to this new model requires a delicate balance between optimizing existing resources and adapting to new customer expectations.
The relative failure of self-checkouts in supermarkets marks a turning point in the approach to technology in retail. This highlights the importance of considering not only operational efficiency but also the customer experience and social implications of technological innovations.
