Most Shoppers Want Faster Retail Checkout Experience: Survey

Almost nine in 10 of U.S. adults (88 percent) want their store checkout experience to be faster, according to a study conducted online by Harris Poll and commissioned by Digimarc Corp.

Among other highlights of the survey:

• Nearly half (45 percent) of consumers who avoid self-checkout do so because of technical or barcode scanning difficulties
• Six in 10 (61% percent) agree clerks focus most on scanning items and less on finding out if customers are satisfied
• A combined 50 percent say slow checkout speeds and long lines are their top grievances.

“Checkout is the last opportunity a retailer has to make a positive impression on a shopper,” said Larry Logan, CMO for Beaverton, Ore.-based Digimarc. “Asking customers to endure a lengthy wait to process and pay for their order can spoil what may have otherwise been an enjoyable shopping experience.”

Also disappointing shoppers at checkout is a lack of quality human interaction and perceived gratitude. Thirty percent of survey respondents say they feel like a burden to the clerk and other customers when they have a full cart.

The survey also suggests that self-checkout – which said nearly three-quarters of shoppers avoid – could be more appealing if there were fewer technical problems. Of those who avoid self-checkout, 43 percent cited technical or barcode scanning difficulties as reasons they avoid the self-checkout lane.

The survey also shows that many consumers would like to use smartphones to scan packaging to get additional product information, which is consistent with findings from a recent report from Cisco Research showing that three of four shoppers (73 percent) would scan products for special, customized offers and promotions in the store.