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Checking Out: A look at consumer preferences around the changing retail cash register

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Using Maru Instant Insights, we conducted this study to understand preferences for paying at
retailers among 200 North American consumers. The survey was conducted on November 12, 2018.

Veröffentlicht in: Einzelhandel
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Checking Out: A look at consumer preferences around the changing retail cash register

  1. 1. Since the dawn of retail, the only choice a customer had to make when checking out at a store was to choose the line that was going to move the quickest. But around the turn of the century, a new choice began appearing. First in grocery stores, then in drug stores and home-improvement retailers, then elsewhere, customers were faced with the decision to wait in line for a cashier (old- school), or proceed to a bank of self-checkout machines to do it themselves. But now, just as self-checkout has become the norm, it’s already old-school, as new technology that allows customers to exit without stopping at any cash register has emerged. Checking Out A look at consumer preferences around the changing retail cash register Did I just steal this stuff? Amazon Go, a completely cashier-less store that monitors the items placed in shopping bags through thousands of sensors in the store’s ceiling, and charges the customer automatically through a payment app when the customer steps foot out of the store, opened earlier this year in Seattle. Other retailers such as Kroger and BJ’s Wholesale Club are introducing the ability to scan items as they are entered into the shopping bag or cart, also allowing for a hasty exit “without paying” upon completing your shopping. Standing at the exit of Amazon Go, it’s not uncommon to see customers looking around as if wondering “did I just walk away without paying for all of this stuff?” Methodology Using Maru Instant Insights, we conducted this study to understand preferences for paying at retailers among 200 North American consumers. The survey was conducted on November 12, 2018. Is Amazon’s “Just Walk Out Shopping” our first look at the retail experience of the future?
  2. 2. Consumers Prefer Old School 66% Two-thirds of consumers would prefer to cash-out at a register operated by a person 27% One-quarter prefer self-checkout 3% Very few would prefer to scan as they shop (currently being tested in select Kroger locations) 5% One-in-twenty prefer automatic scanning and payment as they exit (similar to Amazon Go) If given a choice, assuming similar wait times, how would consumers prefer to pay at retail locations? Checking Out Consumer preferences around the changing retail cash register 66% 65% 52% 68% 62% 73% 74% Male Female 18-34 35-44 45-54 55-64 65+ Preference for Cash Registers Males and Females equally prefer cash registers. Among those who prefer newer techniques, Males are more open than Females to scan- as-you-shop and auto-scan. Payment preferences among Gen Z and Millennial consumers are considerably different than older generations. While two-thirds of those 35 or older prefer old-school cash registers, nearly one-half of Gen Z and Millennial consumers prefer self-checkout (37%) or auto- scan-and-pay-on-exit (11%). With the prevalence of self-checkouts in grocery, home-improvement retail, pharmacy, and other retail sectors, and with the recent evolution in self or automatic scanning, it is perhaps surprising that so many consumers still prefer old-school cash registers. The clear takeaway, however, is that customers are diverse in their preferences – a store with only person-operated registers will turn off do-it-yourselfers, while too strong of a push on DIY methods may risks turning off those who prefer human interaction.
  3. 3. DIY is Seen as Good for the Retailer We asked consumers whether they believe DIY checkouts are good for the retailer, for the consumer, or are of equal benefit to both. Checking Out Consumer preferences around the changing retail cash register 47% 47% 47% 28% 38% 41% 65% 65% 37% 43% 32% 48% 35% 44% 27% 29% 17% 9% 21% 24% 28% 15% 8% 6% TOTAL Male Female 18-34 35-44 45-54 55-64 65+ Who is DIY Checkout Good For? Good for consumer Good for both Good for retailer While many acknowledge that DIY checkout systems are good for customers, consumers clearly believe that on balance they help retailers more; overall, 54% (17+37) believe these systems are good for consumers, while 84% (37+47) say they are good for retailers. Young consumers believe DIY checkout is equally good for consumers and retailers, while older consumers are much more likely to say the technology only helps retailers, and does not benefit consumers at all. Are you Willing to Wait Longer for a Checkout Person? 67% 34% No Yes 2:45median time Length of Time Willing to Wait Longer for Checkout Person Surprisingly, two-thirds of consumers say they would be willing to wait longer in order to check out with a person rather than DIY. Among those respondents, the median time willing to wait is 2:45.
  4. 4. Maru/Matchbox provides leading insights solutions to clients looking to understand their customers and their markets. With solutions including Instant Insights,custom qual and quant, and customer communities, we help bring the voice of the customer to the decision-making table for some of the world’s most successful companies. Or drop us a line… we’d love to chat Allan Dykstra | Vice President Business Development e: allan.dykstra@marumatchbox.com t: +1.416.323.5712 Kyle Davies | Senior Vice President, Head of Syndicated e: kyle.davies@marumatchbox.com t: +1.647.980.6538 TORONTO / NEW YORK / CHICAGO / SAN FRANCISCO / LOS ANGELES / VANCOUVER Visit us online: www.marumatchbox.com

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