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BizReport : Trends & Ideas archives : April 29, 2015

1 in 5 Millennials prefer self-service checkout to interaction with cashiers

To avoid standing in line waiting for a cashier, many people now choose to use a self-service check-out. Research from location-based mobile platform Retale has found that Millennials are avid users of self-service checkouts and more likely to do so to avoid interacting with a cashier.

by Helen Leggatt

Self-service checkouts are now a common sight in retail stores, particularly supermarkets. And, according to Retale's commissioned study, most people (85%) have used one. Among Millennials that figure rises to 91%.

The most popular reason for using a self-service checkout is "I have a limited number of items" (72%) followed by "there was no line" (55%), "I prefer to keep my transactions and financial information private" (13%) and "I don't like interacting with cashiers" (12%).

However, among Millennials, the dislike of interacting with cashiers was greater - 20%.

"Almost a quarter of all Millennials use self-service kiosks to avoid any sort of interaction with cashiers," said Pat Dermody, President of Retale. "As a result, there is a growing demand for more automation and innovation throughout the checkout experience, via integrations with smartphones, wearables and other mobile devices. This will add to the convenience factor that already appears to be key to the experience."

Most (67%) of those who have used a self-service checkout say they are convenient (vs. 33% who say they are not) and 41% said the experience "could be a lot better". Challenges presented when using self-service checkouts included scanning items (35%), entering coupons (24%), understanding the service screen (16%), paying with cash (15%) and entering product codes (14%).

While 43% said they were likely to need help from store staff when using a self-service checkout, Millennials appear to have much more a knack for such technology with just 37% likely to ask for or need support. More than a quarter (26%) of Millennials want to be able to use their mobile device, or smartwatch, at self-service checkouts.

Overall, 53% want to see at least one member of staff in a store overseeing self-service checkouts to ensure the process goes smoothly, as well as limit the number of items shoppers can pay for.

Image via Shutterstock

Tags: mobile, retail, store, technology, trends, wearable tech

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  • Tyler Robbins

    Love the title of this article - it could have just as equally read, 4 out 5 Millennials prefer live contact with cashiers, therefore LESS automation seems to be their preferences



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