Fusion, a business-to-business marketing agency for fresh food, says its recent consumer survey shows more than three-quarters of respondents said they regularly using self-checkout, with 90% expressing satisfaction with the experience. The findings point to successes, opportunities and challenges that produce companies and retailers must address to remain competitive in a self-service-driven market, according to a news release.
Privacy and speed drive self-checkout adoption
Fusion said its research indicates that privacy and speed are the two key drivers of self-checkout usage. A considerable number of survey respondents cited self-consciousness as the top reason for choosing self-checkout. This highlights a consumer preference for discretion during transactions and emphasizes the importance of providing customers with private, seamless purchasing options, the release said.
Additionally, many respondents noted they are looking for a fast, grab-and-go experience. One in five respondents identified self-checkout as a time-saver, finding it quicker than going through the cashier line. Fusion said this highlights a demand for self-service solutions that offer convenience and efficiency.
Friction points: Produce scanning issues leading to missed sales
While self-checkout enjoys widespread use, Fusion said its survey reveals specific pain points that produce companies and retailers need to address. Nearly 60% of respondents reported difficulties when scanning packaged produce, and more than two-thirds faced issues with bulk produce items. These challenges, primarily stemming from difficulties with the bar code, manually entering codes or searching for items in the register system, lead to frustration and lost sales, the release said.
The company said 57% of shoppers admitted leaving produce items behind at the register due to system confusion or a lack of user-friendly instructions, which indicates a need for produce labeling to be addressed and for retailers to improve the user interface of self-checkout systems, particularly when it comes to produce scanning.
Enhancing the self-checkout experience
Fusion said the survey points to a few actionable improvements that companies and retailers can implement to optimize the self-checkout process.
Respondents suggested that more explicit on-screen instructions and audio prompts would help alleviate confusion, with 14% specifically recommending these features to improve the checkout process. Moreover, enabling customers to continue scanning even when an issue arises could reduce interruptions, allowing attendants time to assist without halting the transaction, the company said.
Key takeaways
Fusion said the survey’s findings offer insights for produce companies and retailers looking to grow sales of fresh produce and enhance the consumer’s shopping experience. By addressing common frustrations — such as produce scanning issues — and implementing solutions prioritizing speed, privacy and ease of use, retailers can better meet the evolving demands of today’s shoppers, according to the release. As shoppers continue to use self-checkout, those who invest in improving these systems can achieve greater customer satisfaction, higher efficiency and increased sales, the company said.
