Self-checkouts, once hailed as a major breakthrough in the retail sector, are facing a bitter reality. A recent study, published last January, highlights lightlight the difficulties encountered by brands that have massively adopted this technology. Far from the initial promises of efficiency and savings, many supermarkets are reviewing their strategy, faced with financial losses and growing consumer dissatisfaction.
The dashed hopes of self-service technology
The introduction of self-checkouts in supermarkets brought great hopes. The idea seemed simple and promising: replace multiple cashiers with a single supervisor, while providing customers with a faster, more autonomous shopping experience. However, the reality turned out to be very different from initial expectations.
Christopher Andrews, associate professor and head of sociology at Drew University (New Jersey), emphasizes: “ The stores saw this as the next step… But they realize that they are not saving money, they are losing money.argentargent. » This statement highlights the paradox faced by many brands.
The problems encountered are multiple:
- slow transactions;
- inefficiency of the system;
- increased shoplifting.
These difficulties have led several retail chains, both in the United States and the United Kingdom, to review their approach and reduce their dependence on these automated systems.
The return to grace of the human factor
Faced with these challenges, many brands are making a strategic shift. Dollar General, an American discount store chain, perfectly illustrates this trend. Todd Vasos, CEO of the company, admitted to investors: “ we have relied too much on self-checkouts in our stores ».
This awareness is accompanied by concrete actions:
- increase in the number of employees in stores;
- strengthening of human presence in checkout areas;
- rebalancing between technology and personalized service.
This change of direction is explained in particular by alarming data on financial losses. Retailers using self-service technology are experiencing loss rates higher than the industry average, calling into question the supposed economic efficiency of these systems.
The mixed perception of consumers
The reception of self-checkouts by consumers has proven to be more complex than expected. A survey of 1,000 American consumers in 2021 reveals paradoxical results:
| Aspect | Percentage |
| Preference for self-checkout | 60 % |
| Chess experience with this technology | 67 % |
Amit Kumar, professor of marketing and psychology at the University of Texas, analyzes: “ When trying self-checkout, if we realize we’re not benefiting from it, we’ll end up not using it. » This observation highlights the importance of user experience in the long-term adoption of new technologies.
Towards a hybrid model
Faced with these challenges, the mass distribution industry seems to be moving towards a model hybridhybrid. Brands seek to offer customers a choice between human interaction and the use of machines. This approach aims to combine the benefits of automation with the added value of personalized service.
However, investments already made in self-service technologies represent a challenge for many retailers. The transition to this new model requires a delicate balance between optimizing existing resources and adapting to new consumer expectations.
The relative failure of self-checkouts in supermarkets marks a turning point in the approach to technology in retail. It highlights the importance of considering not only operational efficiency, but also the customer experience and social implications of technological innovations.
