A survey of more than 16,000 consumers show that self-checkouts rank as the number one technology that enhances overall shopping experience.
The 2011 Consumer Insights Panel study, by Empathica Inc, reveals that the self-service is the favourite technology amongst retail shoppers.
The survey asked consumers in Canada and America which technologies they valued the most in their grocery experience. The findings demonstrate that the top five grocery store technologies that consumers value, from the most important to the least, include;
2. Easy-to-use website
3. Kiosks offering product information, coupons, recipes, etc.
4. Electronic offers sent via email or mobile device
5. Wireless access within store
So it is obvious how much a self-service kiosk can benefit a business and improve customer experience but the research also found that dependent on where we live, influences our technology preferences.
Of the U.S consumer, 65% considered self-checkouts important in comparison to only 54% of Canadian shoppers. This shows that not all retail outlets may have touch screen technologies deployed and therefore this will ultimately affect how valuable we think it is. If there are none already installed, then a consumer will value it as low because they haven’t even experienced the advantages.
The study also revealed differences between sexes. More women surveyed (51%) said they valued grocery store technology in contrast to men (46%). They appreciated the electronic product offers like email and mobile device features and the majority of women (57%) said an easy-to-use website initially influenced the overall customer experience.
The survey further found that 80% of consumers aged between 18-24 years old, said grocery technology was an important factor in shopping experience, so differentiate yourself from other businesses today and cater to consumer’s needs that are evolving from time to time by deploying a touch screen kiosk, with Protouch.
Get in touch to find out more about kiosks and touch screen accessories.
There is an article on Kioskmarketplace.com that argues that self-service checkouts are in danger of checking out.
The site reports how a grocery store chain in America is pulling self-checkout systems from all of its 217 stores to focus on better customer service and how this could mean that self-service is on its way out.
A writer for the FINS career resource website noted that consumer surveys indicate that customers want to talk to people in retail environments but contrary research by Wincor Nixdorf AG shows that the majority of consumers would rather bank with a machine rather than a human.
David Hadesty, VP of Product Management for Wincor Nixdorf’s U.S. Banking Division, said automation is no longer a “nice to have” – it is a necessity and this correlates to the nation’s trust resting in machines rather than man, even in the retail sector.
The FINS piece referenced a recent Consumer Reports survey published earlier this month that indicates that not being able to find a store salesperson ranked among consumers’ top complaints but by deploying self-service units in retail stores for product browsing and purchasing, the staffs’ time is freed up more to better customer experience and be on-hand more efficiently when looked upon to answer questions.
Self-service technology is enhancing many industries including retail, government, banking, transport, education, health and more. And it is no surprise because self-service brings huge benefits to a business as well as the consumer. It reduces waiting times, gives the power to the customer, frees up employees time to do more important tasks and saves costs in the long-run.
The concept of self-service being in danger is absurd- as technologies grow and expand so is customers’ needs. Kiosks, digital signage and touch screen monitors are present to cater to these increasing needs and reflect the ever- changing society.
Visit Protouch to find out more…