There are advantages to offering both traditional payment and self-service payment

ST. PETERSBURG, Fla.—The number of self-checkout machines in the United States has increased 10% over the past five years, according to research by Catalina, a consumer insights firm.

Self-service checkouts now make up nearly 40% of the aisles of US grocery chains. Thirty-nine percent of shoppers used both self-checkouts and staffed checkouts, while 49% of shoppers preferred staffed-only lanes and 12% used self-checkouts exclusively.

Self-service shoppers had smaller baskets and bought less than hybrid customers and customers using only manned lanes. Catalina found that customers who only use self-checkout are likely doing pantry loading in other channels, such as mass or online retailers.

Hybrid buyers produced the highest customer value ($1,720) and completed 36 rides per year in 2021.

“In our view, retailers should evolve to create a balance between self-checkouts and manned lanes to accommodate more multidimensional shopper profiles, improve customer experience, enable cost savings and maximize sales at long term,” said Wesley Bean, US Director. retail agent for Catalina.

At NACS 2022, industry professionals from Pilot Travel Centers and Mach 1 showcased some of the best practices for integrating self-checkout into convenience stores.

In terms of demographics, customers who prefer manned payment lanes were primarily baby boomers and “silent generation” consumers with household incomes under $100,000 and high school diplomas, according to the report. Catalina investigation. The self-service checkouts also attract the Silent Generation, as well as 19-24 year olds. Those who use both self-checkouts and manned lanes represent a mix of different demographics and tend to have annual household incomes above $100,000, which is higher than other segments.

Catalina’s study also cited a pilot program it conducted with a regional grocery store that compared the six-month performance of self-service shoppers who received ads with self-service consumers who did not. have not received. The two companies then measured post-campaign redemption rates versus the prior year by region and checkout type.

They learned that self-service shoppers who received coupons drove four times more sales growth than self-service shoppers without a coupon. Compared to the six-month pre-period, these coupons represented a 181% sales growth compared to the control group, which showed a 40% increase. Data analysis demonstrated that incentives attracted new shoppers, engaged returning shoppers, and contributed to increased store visits.

Convenience stores are adding self-checkout, as well as cashless technology. Chevron announced cashless shopping at Chevron’s ExtraMile store in San Ramon, Calif., by partnering with Grabango. Bp, MAPCO and GetGo Café+Market have also partnered with Grabango to integrate cashless technology into their stores.

Choice Market convenience stores in Denver offer self-checkouts, walkout technology and an app, which sync and communicate with each other. Choice Market recently opened a stand-alone store on the University of Colorado’s Anschutz Medical Campus that will be open 24/7.

NACS is offering a free webinar on Self-Checkout Innovations in Convenience Stores. Pre-payment and post-payment fuel transactions, loyalty, cash payments and age verification are also covered.

Learn more about frictionless payment systems in “Self-Checkout Strategies” in the March issue of NACS magazine. And look for NACS Convenience Voices research results on how customers perceive self-checkout in the upcoming December issue of NACS Magazine.