There are more people who would rather use self-service than the manned checkout in the grocery store. Younger buyers are driving the change. This is shown by the Swish report Unique visitors.
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The Swedish self-service trade (daily goods trade and non-durable goods trade) grew by ten percent in 2023 compared to the previous year. The manned checkout still accounts for the largest share of sales, but self-manned systems are taking up more and more space. According to Swish’s report, it amounted to 23 percent in 2023.
– In this year’s report, we see that the use of all types of solutions for self-service continues to increase. The development has really taken off on a broad front and is largely driven by demand from consumers, writes Urban Höglund, CEO of Swish.
But the manned till is getting more and more competition from self-service. According to the report’s consumer survey, the tendency for self-checkout or self-scanning is clear in the grocery trade. More than half (51 percent) of consumers prefer self-scan and check-out over staffed checkouts (41 percent) of the 1,096 people surveyed aged 18-79.
What is on the rise, albeit from low numbers, is self-checkout via mobile app. It is above all the younger generation that prefers this type of solution, both in the consumer goods trade and the consumer goods trade. The younger ones are more receptive and have also changed their behavior as self-service solutions have become more common.
Self-service has clear advantages and disadvantages, according to the participants in the survey. This leads to reduced queues and that the staff can be used more to increase the level of service in the store. At the same time, an increased wastage is reported, which also affects the stock balance and thus the ordering systems.
But the advantages outweigh the disadvantages, says Ica, who believes that self-service is here to stay.
– The main reason why ICA implemented self-scanning is that the experience at the till is an important factor for customer satisfaction. But methods to remedy the loss must be identified and implemented, writes Henrik Wahlsten, business developer at Ica Sweden, in the report.
The challenge for merchants is to collect and use customer data in a way that both satisfies customers’ needs and respects their privacy. Most consumers (70 percent) are positive regarding sharing their data if they also get something in return, such as discounts and increased service, the consumer survey shows.
At the same time, all consumers have their unique preferences and wishes. The importance of accurate customer data can contribute to increased sales and more satisfied customers. Meeting the customers of the future on their terms will most certainly be a recipe for success, the report states.
When PwC did its Global CEO Survey a couple of years ago, 94 percent of the responding companies stated that customer data was very important or even decisive for the company’s future.
“The majority of today’s consumers continue to be positive regarding the introduction of new technology in stores. This optimism is not only an indication of acceptance, but also a call to store owners to integrate and further develop good technology solutions,” the report’s summary says.
The companies that participated in the Swish report are Max Burgers, Myrqvist, Asket, Extenda Retail, Coop, Ica, Orkla, Store Lens, Waynes Coffee, Lidl, Honestbox, Storekey Solutions, Axfood and Emab.