December 11, 2003

Self-Checkout

Do consumers care about self check-out?

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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
153%
261%
3-466%
5+68%


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





Household income% users
less than US$25k50%
US$25k - US$35k59%
US$35k - US$50k 64%
over US$50k70%


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 3573%
35 - 5465%
55 +49%
No female head57%


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




Education of female
head of household
% users
Up to highschool55%
Some college65%
College graduate70%
No female head57%


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