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Features Consumer Behaviour Trends
20% of millennials dislike interacting with cashiers: survey


May 3, 2015
By Canadian Vending

Topics

May 3, 2015, Chicago – Twenty per cent of millennials dislike
interacting with cashiers and almost a 25% use
self-service kiosks to avoid it, says a new commissioned
study examining consumer self-service
checkout adoption among brick-and-mortar retailers.

May 3, 2015, Chicago – Twenty per cent of millennials dislike
interacting with cashiers and almost a 25% use
self-service kiosks to avoid it, says a new commissioned
study examining consumer self-service
checkout adoption among brick-and-mortar retailers.

The study, conducted by Retale, a
location-based mobile platform, focused on
several areas of the experience, including convenience, challenges and
desired improvements. More than 1,000 adult men and women across the
U.S. were polled for the study, the company said in a news release.

The survey found:

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85% have used a self-service kiosk: The overwhelming majority of shoppers (85%) have used a self-service
checkout kiosk, with just 15% having never done so. 91% of millennials –
those 18-34 years of age – have used a self-service kiosk versus 81% of
those 35 and older.

Of the respondents that have used self-service checkout, the most
popular reasons for doing so were: “I have a limited number of items”
(72%); “there was no line” (55%); “I prefer to keep my transactions and
financial information private” (13%); and “I don’t like interacting with
cashiers” (12%). Among millennials, “I don’t like interacting with
cashiers” was eight percentage points higher than the average (20%).

41% say checkout kiosks are convenient, but could be better: Two-thirds (67%) of all respondents said that self-service kiosks are
convenient versus 33% inconvenient. Of the 67%, however, 41% said that,
despite its convenience, the experience “could be a lot better.”

Across all respondents, 43% say that they often need help from an
associate when using self-service checkout. Millennials were less likely
to need support (37%) compared to those over 34 (47%).

The top challenges in using self-service kiosks include: scanning
items (35%); entering coupons (24%); understanding the service screen
(16%); paying with cash (15%); and entering product codes (14%).

When asked the number of products that they would feel comfortable
checking out with via self-service, the majority (33%) selected 5-9.
However, 26% said that they would be comfortable with 10-14 items while
24% would be comfortable with more than 15. Only 17% selected 1-4.

49% want self-service kiosks at every store and 20% want the option to pay with a mobile device: Despite current self-service checkout limitations, nearly half of all
respondents (49%) would like to see more kiosks at every retail
location to help streamline the checkout process. As the number of
kiosks increases, a majority of respondents (53%) want at least one
store employee overseeing kiosks to ensure devices are used smoothly; as
well as limits on the number of items shoppers can pay for at each
kiosk (32%).

When asked about the retailers that should add more self-service
kiosks, 49% picked mass merchandisers, followed by supermarkets (46%),
drugstores (42%), convenience stores (27%), department stores (24%), and
specialty stores (24%).

Also, as technology advances, 20% of those surveyed wish to have the
option to pay via a mobile phone or smartwatch at each kiosk. Among
millennials, 26% want to be able to pay at self-service kiosks using
mobile devices versus 16% for those over 34.

“Almost a quarter of all millennials use self-service kiosks to avoid
any sort of interaction with cashiers,” said Pat Dermody, president of
Retale. “As a result, there is a growing demand for more automation and
innovation throughout the checkout experience, via integrations with
smartphones, wearables and other mobile devices. This will add to the
convenience factor that already appears to be key to the experience.”