Gokis Kiosk Self-Service

Self-Checkout

Do consumers care about self check-out?

story link

Self check-out lanes are getting mixed responses from consumers in the US, according to a survey by ACNielsen. Of the 61% of consumers who have used them, 32% agree that 'they are great', while 52% displayed indifference, saying 'they are okay', and 16% described them as 'frustrating'.

The ACNielsen Homescan consumer panel survey of 61,500 US households shows that usage of self check-out lanes is greatest among larger, higher income, younger, and more educated households:

Household size	% users
1	53%
2	61%
3-4	66%
5+	68%

Table 1: % that have used self check-out
Source: ACNielsen Homescan survey, Jul/Aug 2003

Household income	% users
less than US$25k	50%
US$25k - US$35k	59%
US$35k - US$50k	64%
over US$50k	70%

Table 2: % that have used self check-out

Source: ACNielsen Homescan survey, Jul/Aug 2003

"Self check-out is still a relatively new phenomenon, so it's good news for retailers that so many households have tried the new lanes," said Todd Hale, senior vice president for ACNielsen Consumer Insights

Age of female head of household	% users
under 35	73%
35 - 54	65%
55 +	49%
No female head	57%

Table 3: % that have used self check-out
Source: ACNielsen Homescan survey, Jul/Aug 2003

Education of female head of household	% users
Up to highschool	55%
Some college	65%
College graduate	70%
No female head	57%

Table 4: % that have used self check-out

Source: ACNielsen Homescan survey, Jul/Aug 2003

However, Hale warns that retailers who want to grow consumer acceptance, satisfaction, and continued use of the do-it-yourself check-out lanes must offer shoppers more help in becoming comfortable with the process.

Future views

As for the future, 70% of those who have tried self check-out lanes plan to use them again, while only 25% of those who have never tried the lanes plan to do so in the future.

"For many shoppers, self-checkout is intimidating. Retailers must be proactive in demonstrating the units and pointing out the time savings for shoppers," explained Phil Lempert, a consultant to ACNielsen. "Unfortunately, if one does experience a problem - not having a price ring up correctly, for example, or having to wait for a customer service person to correct a malfunction - the odds are that they will never return to the self check-out lane again. Consumers have zero tolerance for new technologies that don't meet their needs."

The self check-out lanes research is featured in the November 2003 issue of Facts, Figures & the Future, the monthly e-newsletter published by ACNielsen, the Food Marketing Institute, and Phil Lempert, at http://www.factsfiguresfuture.com

More Info:

http://www.factsfiguresfuture.com

Sources: ACNielsen; The Food Marketing Institute; Phil Lempert

Posted by Craig at December 11, 2003 02:28 PM