If you’ve been in a grocery store in the last ten years, you know that the number of open cashier lanes have dwindled from 10-15 lanes to just 2-3 at any given time. It makes you wonder why they even build all those lanes if they never have them all open at once. Maybe it’s disaster planning for a global emergency when there will be a run on milk, eggs and bread; but I digress. What has happened, however, is that cashiers have been replaced with self-service checkout lanes. In the grocery environment, this is a pretty convenient service. Chances are if you needed help with a grocery item, you got it in the aisle or at the deli counter before you got to checkout. But does the same theory apply to all types of retail?
According to the New York Times, quite a few technology companies are rushing to be the first and the best at building a salesperson kiosk for apparel retailers. These interactive kiosks will provide customers with product information, pricing, and checkout options. The systems will keep data on shoppers’ previous purchases and suggest apparel and accessories that match their preferences. Some versions of the system will even help shoppers try the products (virtually, of course) before purchasing. This has been tested before but the new version is much more stylized than the old, clunky kiosks that are still used at the airport.
This sounds good, but there’s one problem…some kinds of shopping require personal service. Men may be more inclined to this type of hands-off service. They need to know if the size, color and style are in stock. If they are, they buy and the guy is out the door. Women, on the other hand, often rely on the personal opinion of the salesperson to influence their purchase decision. They want to discuss fit, trends and styling ideas. Sometimes, that conversation is part and parcel of the shopping experience. Understandably, retailers are trying to find ways to remain relevant in the face of competition with the Internet. This could work provided adequate research is conducted to determine just what demographic will use a kiosk like this and how they would use it. Without that understanding, this effort could fall flat. It could even create an opportunity for stores that put an emphasis on service; stealing customers who couldn’t find anyone to help them decide if purple was really their color.
