Scan & Go is a checkout solution that allows customers to scan and bag their items as they shop. Checking out usually means walking out through a dedicated “scan and go” area.
Customers can “scan and go” in two different ways:
- BYOD (Bring your own device), download an app and scan
- Pick up a handheld scanner at the front of the store, dock it on their trolley and scan
S&G has seen wide adoption in the United Kingdom and Europe. As part of a balanced front end offering different checkout options, we see best practice at 25% to 30%.
This level of adoption reduces queues, speeds up transaction time and is the cheapest way to serve a customer.
Customers like S&G as it avoids doubling handling, making it the fastest way to checkout a big trolley shop. Additionally, a budget tracker enables considered decision making in the aisles, not while flustered and trying to leave. This is invaluable in a cost-of-living crisis when many customers are shopping to a budget.
Once set up, it is a very easy and a fun way to do the shopping with the kids.
More recently, we have seen trials in Australia with adoption nowhere near best practice.
At 3 to 5% (BYOD) and slightly higher if the store provides the device, it remains generally low with some retailers scaling back the S&G option.
What’s happening? Is it the technology?
S&G technology has significantly improved over the years. Issues such as WIFI coverage, app functionality/compatibility, down time have largely been resolved.
In general, we find S&G fast, efficient and easy to use…
If it’s not technology, then what?
We are seeing several barriers to adoption including:
- Poor promotion – there is often no communications or signage to sell the benefits of S&G. In one store we visited, there was a banner at the exit, not at entry.
- Insufficient reward / “what is in it for me” – humans are creatures of habit so even if there are benefits, customers won’t be motivated to change unless there is a direct, tangible benefit like bonus loyalty points or discounts. It’s not enough to say, “faster or easier.” As an example, if I have to download an app, or reset my password to get into the app, I will find the path of least resistance, which is to shop and checkout the way I know how.
- Lack of long-term strategy and investment– since self checkouts were introduced 50 years ago, there has been significant investment in supporting customers to self checkout. Self checkouts have been normalised, and S&G deserves the same level of commitment.
Is it worth the investment though?
Yes, absolutely. A balanced front end requires careful consideration of all checkout solutions and customer missions including how S&G best fits into the ecosystem.
When 25% to 30% of transactions come through S&G, we see:
- Less queues
- More transactions/sales
- Greater customer satisfaction
- Reduction in labour cost
- More commercial space
S&G is the cheapest way to serve a customer when considering the cost of hardware, labour, speed of checkout versus basket size.
Why it matters?
S&G is critical to the success of the retailer, now and into the future. S&G technology can integrate well with other technologies such as Electronic Digital Labels (ESL) and loyalty platforms. The technologies can combine to ‘alert’ the customer to items they may need (as they walk past) and offer a personalised, one-off discount and/or bonus loyalty points.
S&G can also enable retailers to upgrade to ‘just walk out’ technology which removes scanning, creating a frictionless payment journey.
The CLX Solution
At CLX, we are front end experts specialising in customer experiences at the front end. From design, operating models, change management and training, we provide an end-to-end service to create a balanced front end for long term results.
We are currently working with global retailers to drive adoption of S&G while balancing the right approach to loss prevention and team member safety. Our strategies – from customer recruitment and retention to team member communications and training – deliver immediate results with targets achieved within three months.
Contact:
Mark Packiyanathan, Managing Director, Australia and Asia – mark@clxprofessionals.com
Sarah Campbell, Managing Director, UK, Europe, Middle East and North Africa – sarah@clxprofessionals.com
