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OCTOBER 28, 2023|RETAIL & ECOMMERCE


Self-Checkout Is a Failed Experiment


Self-checkout 900x600

Self-checkout is not a delightful experience. Goods don’t always scan properly. The system stalls if you don’t put a scanned item in the right place. Double scanning an item, or buying something that requires validation, or getting an error requires waiting for a human employee to help you anyway. Self-checkout, in other words, usually sucks.

A growing number of retailers have begun to realize this and made moves to compensate for it. “Walmart has removed the kiosks entirely from a handful of stores, and is redesigning others to involve more employee help. Costco is stationing more staffers in its self-checkout areas. ShopRite is adding cashiers back into stores where it had trialed a self-checkout-only model, citing customer backlash.” The truth is, installing self-checkout kiosks is expensive and so far, that expense isn’t really paying off for retailers. All of which means self-checkout may be a dying experiment. 

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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