Many Canadian Consumers Would Choose to Shop at Stores with Self-Service Checkout: Report

Self-service technologies will redefine the way in which Canadians shop, according to NCR Corporation which published results of a study by Ipsos-Reid that shows consumers want a growing range of self-service devices aimed at delivering faster, more convenient service. The NCR-sponsored study reveals Canadian consumers are keen to adopt a range of new technologies that retailers are looking to introduce in stores. For example, over one-quarter (27 per cent) of Canadians said they would be more likely to shop at a store that offers self-checkout technology, allowing shoppers to scan, bag and pay for goods themselves, as opposed to one that does not. Among those respondents more likely to shop at a store with self-checkout than without, major benefits cited include choice in how they check out (86 per cent), speed of checkout (85 per cent), shorter lines (84 per cent), control (75 per cent) and privacy (71 per cent). When it comes to other technologies that can improve the store experience, at least eight in ten (83 per cent) consumers would like to see retailers offer kiosks for price-checking, and 61 per cent indicate they would use kiosks for additional product information. Fifty-two per cent liked the idea of a kiosk for pre-ordering deli items, and having the order fulfilled while they shop elsewhere in the store. Patrick Leonard, vice president of NCR’s Retail Solutions Division in Canada said, “Canadian shoppers clearly want the option to serve themselves, and this demand is likely to grow as they have more opportunity to use self-service technology. Some stores with self-checkout report that up to 50 per cent of transactions are made by ‘do-it-yourselfers.’ This fast acceptance by consumers is also helping to improve service for all shoppers, as self-checkout frees staff to improve service across the store.” Rather than pulling staff from the store floor and moving them to the checkout, especially during peak periods, retailers with self-checkout can redirect store personnel to tasks that increase customer satisfaction, such as providing in-aisle assistance or restocking shelves. The Ipsos-Reid study showed that some 63 per cent of Canadian consumers feel the most important areas are having easily accessible personnel in the aisles, at a greeter station or at a customer service desk. Retailers could improve customer service if staff were reallocated to these areas. According to NCR, the growth in self-service will not be restricted just to grocery stores. “We are in a self-service economy and given consumers’ positive attitudes toward serving themselves, we can expect more companies to deploy more self-serve technologies giving more consumers the choice on how and when to serve themselves,” said Leonard.