Self-checkout machines cause 'stage fright' in shoppers
Filed under: Technology, Economy, Wal-Mart Stores
Do you ever use the self-checkout at your local store? And when you do, are you one of those fumblers who has to get a cashier to help? Or are you the annoying guy right behind, tapping his foot and sighing loudly? A new study has found the fear of looking stupid stops people from using self-service checkout machines -- but hiding in a crowd helps. And that could give stores some tips on how to handle self-checkout, which is becoming a very popular cost-cutting tool among retailers.
Researchers studied the patterns at a lane of self-checkout machines in a Kroger Co. (KR) grocery store in North Carolina, and interviewed the users afterward. They found that shoppers felt more comfortable ringing up their own purchases if they were alone or in a crowd. But if there was just one other person waiting in line behind them, they felt more pressured and less confident and were less likely to use the machine again or recommend it to others.
"It's almost like stage fright," said Michael Capella, assistant professor of marketing at the Villanova School of Business, one of the study's authors. The study, co-authored with professors Brian Kinard of the University of North Carolina-Wilmington and Jerry Kinard of Western Carolina University, was published in the journal Services Marketing Quarterly.
But surprisingly, the study found a small crowd of three of more other shoppers diluted the potential embarrassment and brought the shoppers' pressure and confidence ratings to the same level as when they were ringing up groceries by themselves. The study theorized that shoppers feel their mistakes using the machine won't be noticed if they're in a group of people, so they're less self-conscious hiding in a crowd.
Many retailers, from Wal-Mart Stores Inc. (WMT) to your local supermarket, now offer self-checkout lanes. A recent study from London-based consultants Retail Banking Research estimated the number of self-checkout machines in the U.S. will grow to nearly 192,000 in 2011, more than tripling the 59,000 that were in use in 2007, when the recession started.
The self-checkout is a no-brainer for retailers: They need to cut costs to weather this recession, and one of the few places where they have some flexibility is in staffing. If you want to keep staff levels low, but have enough employees to deal with customer service and stock, then you have to take them off the cash registers -- but then you get long lines at checkout that turn off your customers. You can have one cashier staffing a register or one looking over a bank of four to six self-checkout machines.
But it won't help if shoppers don't use the machines. So the study recommends that stores place self-checkouts in low-traffic areas and away from any cringe-inducing products like condoms, which could amplify the shoppers' self-consciousness. Capella said the study also suggested advertising or in-store communications that promote the ease of using self-checkout would help.
"I don't have any doubt that they're going to become more prevalent," he said. "Face it, that's going to be a real benefit for (retailers), but none of this is going to benefit them if they can't get consumers to use them."
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Reader Comments (Page 1 of 106)
10-30-2009 @ 12:33PM
Gordon said...
Maybe it would help if the stores held brief training sessions on how to use the checkout system or played a short video showing someone using it.
Reply
10-30-2009 @ 4:45PM
exoticdoc2 said...
A training session for something that simple? How sad if that is necessary.
10-30-2009 @ 7:40PM
Margp said...
Yes I agree with you gordon and also big boig. There's so many people who doesn't know how to use the self check out and they just don't have the time to figure the darn thing out. Now on the other hand, big boig I also agree totaly with you, these check out machine just stand in the way for someone who needs a job, and I think it is crazy, to allow a macnine to take the place of someone else's oppertunity to have a job and make a living
10-30-2009 @ 8:19PM
Masenko said...
the self check-out sucks. I'd rather be hit by a motorcycle than have to go to the self check-out.
10-30-2009 @ 8:26PM
scowilarm said...
Yeh, sure. The next training matinee will be held in 10 minutes in isle 4.
10-30-2009 @ 8:50PM
jwbecotte said...
I won't use them because they take away jobs. Our unemployment rate is close to 10%. I'm more worried about people having work than whether a company can make an extra $.01 per share.
10-30-2009 @ 10:57PM
Jeni said...
These machines are a pain. If you try to check out like a normal cashier - quick scan and bag - it won't register that you bagged it. You have to pause and wait for the machine to tell you to bag. One mistake and you have to wait for someone to fix it. Do not use coupons or press skip bagging! You will also have to wait. Half the time the cashier monitoring these is handling other duties as well so it can be a long wait. It's just not worth the stress. I am content to wait with everyone else to get a cashier who can scan my items in a fraction of the time it takes these "convenient" machines.
11-02-2009 @ 1:41AM
Xiomara said...
We need people helping people at the stores. When you offer that service, people will come to your store I personally do not mind purchasing at a higher price if they want to charge for a % for the cashier. I say no to retailers having auto check- out machines. We are the consumers, we hold the power just do not shop at that store. the PROBLEM IS AMERICANS that have become too cheap to be able to pay for the new nice car or things they can not afford.
10-31-2009 @ 2:03AM
the truth said...
I stopped using them not because of the person behind me, but because I've noticed that the cashier in charge of the self checkout likes to give the stare down also.
10-31-2009 @ 2:20AM
Sarah said...
I have professional skills behind a register and most of the time employers will not train me. I have been often left in a position where I had to make extremely tough decisions based solely on previous experience or my own personal brand of ingenious. I wouldn't mind being put in this position if various company politics were to not to interfere and put my position at risk. Often these companies, have training programs in place that are designed that every cashier is equipped with the same skills and when in doubt will act in the best interest of their company. Most often supervisors and other staff members are too busy and are in desparate need of a skilled cashier. These same people for that very reason sign off on the training sheets or books and ask me much sooner than other cashiers to take my battle station. I have twice tried to step up above my station to a new position that would require me to be in the shoes of a supervisor and due to the same treatment of the training programs, I end up feeling pressure. This pressure doesn't come from my fellow cashiers, but from my supervisors who were unable to give me the tools that I needed to be sucessful in helping them and others. Most often my fellow cashiers enjoy my position of power and look to me to be fair and just. I really feel that all of my total employment skills have given me a rare position that has yet to be created in ANY company; Employee Liaison. This position would require training and skills in multiple positions and mostly positions where you have many employees doing the same role. It would provide supervisors the necessary eyes to keep a look out for the mass of employees that function in one position to ensure proper rest and respect. Whenever possible I choose self-checkout because when I get in a line I know everyone's story. I know what kind of cashier I will have by watching her/him interact with the customers ahead of me and I know what kind of customers that cashier has. For me, It's all been done before. Most often my family does not challenge my last minute request to change lines. Being a cashier is not an easy job for someone looking to do well. It's only an easy job for someone who doesn't care. I do not like that it puts a good cashier's position in jeporady, but for that cashier that doesn't care, may the machines hunt you down with that pink slip.
10-31-2009 @ 3:51AM
Jim said...
The problem I see is as stated we are loosing jobs and there is not any savings to the person actually using the checkouts. There should be an incintive, why not just go to the staffed checkout and pay the same price. I dont think I have ever used one that there wasn't a problem requiring a person such as to check ID to buy a can of spray paint at walmart or the clerk having to cancel the security tag on an item or it just not working. These things create delays so there isn't even a time advantage to using them. Finally it is a personal thing I think it sux to have to do it, I came to buy my "stuff" and pay I didn't come to work at the store. Kinda like the gosh awful voice menus businesses have - Id gladly pay a premium to talk with a person.
10-31-2009 @ 7:40AM
stevo said...
I always go to a living breathing cashier. I do anything I can to help keep people in their jobs
10-31-2009 @ 10:38AM
knute9 said...
Watch out, technology is enslaving us.
10-31-2009 @ 1:16PM
Stevef said...
If you can read and aren't deaf it is VERY self-explanatory.
11-01-2009 @ 2:00PM
Daniel Robinson said...
If some people would only wait in line intil their turn this would make self help check out much better for all.
11-01-2009 @ 10:13PM
kira said...
I refuse to use self check outs because someone pays a cashier to ring my stuff up for me. Why should I check my stuff out myself? I make one of the cashiers do their job.
11-02-2009 @ 2:12AM
Jan said...
That's a great idea, I hate going through the self checkout lanes and at our one discount store that is all they have open in the evening and if I buy groceries it is a disaster. I can never go through without getting messed up and calling for help, So I am one of those that needs training or a video playing!!!!
11-02-2009 @ 6:45AM
ohiodi1251 said...
Damn, it is the dummy down of America! If you need a video.....you will love it when the government tells you when to turn on the lights and turn them off.
11-03-2009 @ 9:16PM
Zzapp said...
In a country where the majority of VCR's are still blinking "12:00", did someone think self checkout was a viable option?
11-03-2009 @ 6:57AM
Fred said...
Many older people do not use credit cards, or the illegals in my area,have no ID and can not get one. I do not use the Self check out, I even hate the machine that spits out my change at the end of the counter. I grabbed it and stuck it in my pocket in a hurry one day and later I checked had $2.35, 3 or 4 people in front of me did not get their change.