The checkout process, the final stage of the in-store experience, can completely affect whether a consumer walks away satisfied and plans on returning or if a poor experience causes them to lean in another direction. Simply put, the retail checkout process cannot be fast enough for consumers today.
The #1 complaint consumers have of grocery store retailers is too few checkout lanes open. The experience has been improved with self-checkout lanes and apps that let you scan items before heading to a kiosk to complete your purchase, but FutureProof Retail has blown up this concept and introduced a start-to-finish, secure self-checkout mobile app, as reported in a recent article by Retail Customer Experience.
With FutureProof’s new app, Mobile Checkout, retailers can have as many checkout lanes as they do customers. Consumers download the app from the Apple or Google Play Stores, take a selfie for a visual form of identification for the grocer, scan items as they shop and add a payment type to checkout.
The mobile checkout process does create the issue for produce sales, however, the problem is quite simple to address. Produce is manually entered using a product code (found on a nearby sign) and then weighed to determine the final price.
There is also the concern of shoplifting, but FutureProof also has an answer for that.Using a set of algorithms that assess the risk around particular items and purchases, at certain times the system will pick items that are high risk and the grocer may need to reweigh apples to make sure the price is correct.
To take the customer experience to another level, grocers can also utilize API integration. For example, integrating their loyalty program within the app, making product suggestions based on what’s in consumers carts and also scanning manufacturer coupons.
FutureProof CEO, Will Hogben, jokes about a clever reason for grocers to use the consumer-facing app: "If you look at the amount of time people spend waiting in line at a grocery store right now, some studies average it as 30 minutes per week. If you add that up, each year people will wait three full human lifetimes at the average grocery store."
Could this model work for other types of retailers? Let us know your thoughts!