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Self-checkout is once again in the news as another major retailer shifts their self-checkout policy. Target recently announced it is limiting self-checkout use to shoppers with 10 items or fewer at most stores nationwide. The retailer's push for a quicker self-checkout experience correlates with what we've known to be true in the convenience store industry.
“From a checkout strategy perspective, Target’s policy reflects the reason Passport Express Lane works so well in the c-store environment,” says Greg Konig, Senior Director, Product Marketing. “Self-checkout works best in tailored retail scenarios with small basket sizes, much like you see in c-stores.”
You may remember a few months back, when several large supermarket brands made more drastic changes with their use of self-checkout. For stores where larger basket sizes are more common, this may be a prudent choice. But when it comes to shoppers with a few items like at c-stores or often at Target, self-checkout aligns with the ideal checkout process.
As Target mentioned in their announcement, their customers prefer this new self-checkout change too. Target shoppers with under 10 items have a lot in common with c-store shoppers: neither wants to wait in long lines to buy a handful of items and they rarely need to perform complicated processes like weighing an organic vegetable.
45.6% of c-store shoppers say they prefer the shortest line, regardless of the checkout type, according to data from NACS. They want to get through their transactions and continue their day. Self-checkout provides them with another way to accomplish that goal, keeping them happy throughout their shopping experience.
The Bottom Line
Target’s changes are a prime example of why self-checkout fits perfectly in the c-store environment. The strategy fits even better with the Passport Express Lane™ self-checkout system. Designed for c-stores by c-store retailers, Express Lane is made to handle all the situations that arise in this unique retail territory.
Ready to join the other savvy retailers taking advantage of self-checkout? Click here to learn more about Passport Express Lane or contact your local Invenco by GVR distributor.