How marketers can improve their pay

Vendors, who want to reduce labor costs, are determined to make that decision much easier.

The epidemic has helped. By 2020, exports of test equipment increased by 25% worldwide, as the epidemic made many consumers look for ways to avoid contact with other people, according to a study by consulting firm RBR.

And there is no doubt that self-examination technology has improved over the years; shoppers are less likely to find an “unexpected item in a bag,” forcing them to wait for a store clerk to open the way for them to continue shopping. But the customer experience is still far from perfect. Customers may experience delays. due to items that are difficult to scan, inability to get the product code they purchase, or measurement errors that require an employee to repair. Other failure points include carrying bags and paying. In fact, in a survey of 2,000 buyers and sellers of customer technology company Raydiant, 67% said they encountered some form of failure on their way out to get help.

“Most of the time when you go for self-examination, there is a problem in some way,” said Max Hammond, chief executive of Gartner Inc., a research company.

In their efforts to address these issues, marketers and researchers have learned a great deal about how things can go from self-examination, how consumers perceive technology, and what marketers need to do to get more people to use it.

People are more willing to use them to pay for themselves, but they can easily be shut down after a bad experience.

A recent survey suggests that customers warm up to their testing equipment. Prior to the epidemic, about 30% of consumers preferred self-examination, but that figure dropped to 45% in the first 18 months of the epidemic, according to Praveen Adhi, a McKinsey colleague who leads the company’s sales operations. Americans. In addition, the number of consumers who say they have a better chance of using self-testing than before the epidemic increased to 36% in August 2021 from 27% in March 2020.

However, if customers have a bad experience with self-testing, they are less likely to use it again. According to a study by Raydiant, 25% of respondents said that they would not use the app to buy one if they had used it but it did not work. And so what the plague has given traders, can easily be removed.

During Covid’s time, “most retailers and tourists and restaurants jumped the gun to quickly put kiosks [self-examination] in their places without really thinking about customer knowledge and how to design that,” said Bobby Marhamat, chief executive officer. we Raydiant.

The user experience is not accurate enough, especially for those who are not very comfortable with technology.

“These solutions can always be dull,” said Mr. Hammond, “so it’s usually not an easy process for all consumers. The younger generations will clearly understand what is a little more.”

It is usually the small things that can make a difference. Sometimes, for example, customers do not know that something has been scanned, because they do not hear the sound that confirms it. Or they have to keep track of something so that the bar is registered with the scanner.

“Half of this is produced, and part of it is a man in a hurry,” said Read Hayes, a law professor at the University of Florida and director of the Loss Prevention Research Council, a trading team of the retail industry. He says these devices need to be switched to an area where “you don’t have to move anything back and forth in front of the scanner a few times.”

Scanning takes too many steps.

While scanning non-coded items may go well, customers may encounter problems with non-barcode items — including manufacturing — that require coding and weighing items.

“There are some things with a lot of keys, like producing a camera without knowing it, and then you need to type a number, and the number may or may not be, and sometimes it becomes easier to have a store partner. do it, “said Sukarita Kodali, vice president and chief analyst at Forrester Research Inc.

To address this issue, Toshiba, who specializes in self-testing kiosks, says he is working with vendors with computer-aided detection tools and artificial intelligence so that machines can easily see things that are difficult to scan. Similarly, NCR Corp. provides self-testing machine software that uses computer-aided detection technology to identify a scale product. It then presents a brief list of the most likely options for the customer.

Any problem can cause annoying delays.

Many vendors send staff to manage self-assessment routes to solve problems as they arise. But as most buyers know, these helpers can be frustrated, or they may not see the consumer struggling. So shoppers were left waiting for help to arrive.

If the exit machine can only be opened by a co-worker, it may take about 30 to 60 seconds for the employee to arrive to fix the problem, according to Mr. Adhi of McKinsey.

Manufacturers are trying to address this painful issue by reducing the need for the employee to be physically present at the point of purchase, according to the NCR. For example, consumers may have the ability to delete products they have already scanned, or employees may have a mobile app that allows them to remotely process activities on their phones.

Building restrictions may limit the use of self-assessment.

Self-testing machines are usually placed next to each other in a closed, tight configuration, making it impossible for customers to scan multiple items, or goods that are usually too large for a standard test machine.

“The usual building of the place you rent for yourself, as well as, ‘Put your stuff here and put it in here,’ does not work if you have a lot of things, or you have a boyfriend. children and you, “said Steve Dennis, president of SageBerry Consulting, a marketing company.Some vendors, such as Home Depot, have tried to resolve the issue with “scanners.” Some have suggested that the answer is a set of conveyor belt style that closely resembles a paid payment channel.

Toshiba says he is working with vendors to help them use their own self-testing channels. In addition, says Fredrik Carlegren, vice president of global marketing at Toshiba Global Commerce Solutions, the solution could be put outside the test. “There are other ways in the store where you may want to repack items and use web stickers and codes to make them easier to use and test yourself,” he said.

Many customers are not sure if there is value in it.

Although the use of self-assessment is increasing, getting participants to agree to use it will mean ensuring that there is an additional benefit without doing work that could not be done by staff. Customers should be aware that it will be consistently fast, for example, or that they may receive a discount on the departure route.

Ryan Buell, a professor of business administration at Harvard Business School, says: “The problem with self-sufficiency is [the consumer] —it’s just the cost.

In the end, all of this could be moot, and self-examination would be the turning point of the Amazon Just Walk Out technology. The first was introduced by employees in 2016 and more widely in 2018 and is now used in many Amazon stores in the US and UK – as well as in 14 foreign company stores — technology automatically detects when products are picked up or returned to the shelves, and follows them to the visible cart. When customers have completed a purchase, they skip the exit line and leave the store and are automatically charged.

Although experts say the technology is too expensive for most supermarkets, Mr. Buell says that’s where the sellers are heading in the end.

“When you think about it,” he says, “we do not need people to pay for it.” “On the scale, technology can do the job and it can do the job well. I don’t think we’re going to get into a place where technology does that job with the help of unprepared customers to do the job well. ”

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