By Andrew McQuilkin
The last major touchpoint for the guest experience is at check-out, where a problem-free, positive cashier experience can reinforce the brand for a consumer.
Grocery: It’s taken more than 30 years for just one-third of grocery shoppers to adopt self-checkout kiosks. Now technology is being tested for automatic checkout that would eliminate the need for long, regimented lines of registers and cashiers.
Department stores: More than 30 years ago, stores seeking staffing efficiencies began phasing out multiple departmental registers in favor of centralized wrap stations, but that also reduced the perception of individual service and category expertise.
Advice: Maintain a variety of ways to check guests out without reducing the perception of service, as there is no one-size-fits-all solution for how individuals want to check out. Certainly, younger shoppers are more likely to adopt new technology, but it’s important to maintain traditional check-out methods for older guests.