Commentary
How to boost c-store self checkout adoption
Self-checkout systems can be an affordable gateway for convenience stores to offer faster, more flexible and more reliable service.
June 21, 2021 by David Wilkinson
Modern consumers want to get in and get out fast, and many agree the checkout can make or break the experience. In fact, 73% of customers said waiting in the checkout line is their least favorite (most abhorred) aspect of their shopping experience.
Even as online shopping and delivery apps take over the world amid the pandemic, many customers still prefer shopping at brick-and-mortar stores over online options. Plus, customers also tend to spend more in-person than they do when shopping virtually. This is good news for your convenience store, especially if you've already implemented self-checkout kiosks.
But whether you're new to self-checkout, have yet to introduce it or are successfully guiding your customers through self-service lines, it's helpful to think a bit deeper about what an effective self checkout looks like in a convenience store. Let's explore how this technology could benefit your business.
Location, location, location
We've all been in a store that could use a complete layout makeover. If your customers have trouble finding the items they're looking for or feeling bouts of claustrophobia while waiting for the next self-checkout kiosk, it's time to change things up. And a successful floor plan starts with the checkout counter.
The mark of an optimal self-checkout system is well-placed self-service kiosks with clear walkways that support paperless and touch-free checkout. Your customers should be able to start and end a transaction in just a few minutes — without the hassle of long lines. We know that self checkout reduces lines and speeds up the checkout process, but it's important to consider kiosk placement for an efficient, socially distanced shopping experience.
As the final and most important stage of every transaction, your customer should be able to easily locate and reach your checkout and self checkout terminals. The most popular c-store designs locate checkouts near the exit. This one is a no-brainer since customers pay and head for the door. With kiosks and counters near the exit, cross-traffic between shopping customers and those ready to check out is reduced.
Additionally, self-checkout counters can save space since they are often slim and compact. This also increases the number of self-service stations you can provide, making it easier for customers to socially distance and reducing long check-out lines.
Self-checkout kiosks are an asset for your convenience store — but you have to make sure customers feel safe using them. Design your checkout layout with customers in mind and accept feedback from them on improving your plan. Rather than viewing c-store layout redo as a difficult, expensive endeavor, remember that improving it by enabling better customer engagement with self-checkout systems can make it more profitable.
Touch-free payment systems
In the second year of a worldwide pandemic, tap-to-pay and mobile payments have increased by 40%, making it possible for many customers to avoid germy checkout terminals. As mobile payment services become more sophisticated, customers are increasingly using a variety of methods — like Apple Pay, Google Pay, Samsung Pay and NCR Mobile Pay — to check out quickly and contact-free.
Touch-free payments come in many different forms and can involve multiple steps to be effective for you and your customers. After all, touchless payments aren't the only factor in a purely touchless experience. As pandemic-related concerns persist, your customers might be uncomfortable with touching screens other shoppers have used. It can be time-consuming and difficult to clean your kiosks and disinfect payment terminals and screens between each use. Thankfully, there are several options to decrease contact during SCO transactions — including virtual terminals accessible with a mobile phone, autonomous kiosks designed to reduce touching self-checkout screens or RFID checkout services that allow customers to scan all their items at once.
For example, when first walking up to the kiosk, your customer might be required to press a button to start the transaction. A good alternative is to have the customer scan the barcode on their items and pay with their EMV-enabled card or mobile phone. You can also encourage cash-paying shoppers to insert cash and coins immediately after scanning their items rather than touching the "pay" button on the screen.
Contact-free payment technology now allows shoppers to disable the signature and receipt screens. Thanks to advances in card and payment security, customers no longer have to sign to certify their payments. In fact, most self-checkout kiosks automatically produce physical or digital receipts without any physical contact with the customer.
Further, with today's mobile payment systems more than enough options exist for customers to use their mobile phone to check out of your convenience store. The benefits for mobile checkout are clear — most customers keep their cellphones on them at all times, and since new technology allows consumers to store card and bank information on their devices, mobile transactions are one of the most convenient ways to shop. There are a few ways that this can be implemented — from third-party mobile pay services to QR codes, to mobile monitoring by your employees.
Lastly, implementing mobile pay and self-service can also bolster your food service sales. Part of the pandemic-induced foodservice industry surge included more customers looking for quick meals with limited human interaction. Your convenience store can provide prepared food in less time than a traditional fast-food restaurant, and by using contact-free payment services, customers will save even more time per transaction. By providing more foodservice options than a fast-food restaurant and more convenience than a grocery store, you're keeping your customers safe with efficient payment services.
New role of employees
So where do your employees fit in? Rather than threatening their job security, self-checkout systems can create opportunities for your workers to handle other tasks, from customer service to restocking to cleaning while reducing labor costs. They open new roles and more responsibilities for your employees, especially during busy store hours.
As it turns out, mobile pay services open new roles, meaning self-checkout doesn't necessarily mean curtains for your staff. In fact, employees can help with the common weaknesses of self-checkout systems while using mobile services, including theft and loss prevention, in-person monitoring for illegal sales (i.e., alcohol or tobacco) and assistance for consumers struggling with the technology.
Good customer service is always an important measure of your c-store's competence, and your employees can provide the much-needed interaction with customers. By creating options for touchless checkout while providing top-notch customer service, you can strike the right balance between direct interaction and impersonal, hands-off service.
Improving your self checkout
If you're a c-store owner, you might be concerned you can't keep up with the trends and changes that make quick-service stores successful. Amid supply chain disruptions, changing customer behaviors and the need to quickly adapt to unprecedented times in retail, it can be challenging to find which methods work best for your c-store. Self-checkout systems can be an affordable gateway to faster, more flexible and more reliable service.
When considering self-checkout options, remember that acknowledging the customer's perspective is the most important part of delivering good service. Paying attention to the needs of your consumers, while staying abreast of current technologies, can keep your c-store competitive while saving you operating and labor costs.
Whichever type of self-checkout system you use, you're providing an invaluable service that allows your customers to take control of their own purchases. And when it comes to this rapidly changing retail landscape, your self-checkout option could make all the difference in the chaos your customer deals with each day. So, don't be afraid to change a few things for the better — you could be improving the experiences of your customers, your employees and yourself.
About David Wilkinson
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