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19/08/2009 -
Waiting in checkout lines has often been seen as an unfortunate part of life. But for some customers, being forced to wait can dramatically affect their impression of the shopping experience and the store itself, making it crucial for merchants to do what they can to limit wait times.According to a 2006 Ipsos Public Affairs survey, grocery stores were seen as having more frustrating wait times than doctors' offices, said the Wall Street Journal.
Many supermarkets have tried to address this problem by creating "express lanes" for customers with only a few items, but Lee Holman, lead retail analyst at IHL Group, told the Journal that this strategy essentially means stores are treating their best customers - those who are paying the most - the worst, something no store can afford to do during an economic downturn.
To improve wait times, keep customers happy and keep healthy profit margins, many supermarkets are investing in self-checkout point-of-sale terminals.
This technology speeds up wait time and also puts the consumer in control of their checkout experience, so they are less likely to blame slow cashiers.
Holman told the Journal that approximately half of supermarkets have some form of self-checkout terminals.
