Consumers Say They Like Self-Service Options
DULUTH, Ga. -- Nearly two-thirds of U.S. shoppers want self-service checkout options, according to a study released yesterday by The NPD Group.
The survey, which was conducted for NCR Corp., revealed that consumers believe self-service technologies such as self-checkout and kiosks improve the store experience. The survey results debunk conventional wisdom shared by several supermarkets, which have recently jettisoned self-serve technology from their stores.
NPD broke down the data even further by revealing that nearly half of those surveyed in the younger age group prefer using self-checkout as compared to a traditional clerk-manned checkout. NPD defines the younger age group as people under 45 years old.
"Survey results highlight how consumers are embracing self-service and their growing preference for self-service options when shopping," said Scott Kingsfield, senior vice president and general manager for NCR's retail line of business. "By offering consumers the choice of self checkout as part of their full-service portfolio, retailers can offer consumers a convenient and enhanced shopping experience."
The research also found that for U.S. grocers that implement self-service products, approximately 35 percent of all their transactions utilize the technology.
"The option of self service, when delivered as a part of a strategic customer engagement program, can help many retailers cater to today's time-starved and on-the-go consumers," said Marshal Cohen, chief industry analyst for The NPD Group. "This survey demonstrates that self checkout is a popular choice for these shoppers, who appreciate the speed and convenience of self-service."