Retail staff in the age of self-service: More important than ever?
Self-service brings added efficiency and convenience to stores, but what does it mean for staff members? As more retailers adopt technologies like self-checkout and self-scanning, the role of in-store employees is evolving. Rather than disappearing, staff are taking on new, more service-oriented responsibilities. Let’s take a closer look at how self-service is reshaping the role of retail staff.
The age of self-service is here, with a range of solutions making it possible to automate processes and increase efficiency. Shoppers can now enjoy various self-service options—such as self-scanning, self-checkout, RFID checkout, and more—and it’s not uncommon for multiple solutions to coexist within the same store.
This new way of shopping does, however, raise questions about the role of staff members. As traditional checkout tasks are replaced by self-service options, what happens to the cashier?
Let’s take a closer look at the role of retail staff in the age of self-service.
The effect of self-service on retail
Self-service comes in various forms, from self-checkout where the shoppers have to register the goods at the end, to self-scanning where all items are scanned and packed during the shopping trip. Depending on which self-service solution the retailer choose to offer, the tasks among the staff can vary, however it is clear that some of the more traditional tasks are changed. Some even claim that through the usage of self-service technologies, the consumers experience a shift in role from passive recipients to “partial employees”. This can be both positive and negative: some shoppers are not interested in registering the items themselves, whereas other finds the process empowering.
The level usage of self-service technologies is different in various regions – and in different types of stores. A recent study showed that 77% of those above the age of 65, prefer a staffed checkout when making rare purchases, which suggests self-service technologies should not replace traditional checkouts completely.
In order to successfully implement self-service technologies in their store, companies need to consider the level of “technology readiness” across their different customer segments. This concept reflects how willing and able consumers are to take on tasks traditionally handled by staff. To succeed, retailers must ensure that customers feel both confident and motivated to actively participate in the service experience.
Are staff members needed in an automated store?
Yes they are! And for several good reasons.
With all the technological advancements and ready-to-install retail solutions available, some retailers view the shift towards automation as an opportunity to remove staff altogether. However, the desire to cut costs through a reduced payroll should be carefully considered, as there are many benefits to having staff present in-store, even when certain tasks have been automated.
Adding the human layer to an increasingly automated store
New technology can bring a variety of benefits to both retailers and their customers. But while technology handles transactions, people handle experiences. This does not mean that retail solutions do not contribute to improving the overall shopping experience—however, staff members add a specific type of comfort that only humans can create, at least for now.
This includes areas such as:
Reassurance
Staff members can bring a sense of security to the store—from providing product recommendations and demonstrating how to use a self-scanning device, to keeping an eye out for shoplifters. In-store signs, security cameras, and printed instructions are helpful, but staff members generally provide a more complete experience.
Problem-solving
When everything works, customers can be perfectly satisfied with fully automated solutions. However, this is not always the case. Having staff members available to assist is a great way to ensure the shopping experience remains positive—from offering guidance to resolving issues with faulty technology.
Emotional connection
Some customers prefer to complete their shopping as quickly as possible, with minimal human interaction. Others enjoy chatting with the cashier, deli clerk, or sales associate. This adds something beyond a standard retail experience and can help foster store preference and customer loyalty.
Staff as the bridge between physical and digital
These days, everyone is talking about omnichannel retail. Most retailers strive to create the ultimate customer experience by ensuring a seamless transition between e-commerce and brick-and-mortar stores—and for good reason. However, employees are one of the key factors in making omnichannel truly work:
Sales support
Staff members can assist customers who have already researched products online—often the final step before completing a purchase. As concepts like webrooming become increasingly common, knowledgeable and service-oriented staff can play a crucial role in the customer’s decision-making process.
Return optimisation
Click and collect is convenient—but returns need to be just as efficient. This is an aspect of retail that is often overlooked, yet it typically requires manual handling. Helpful and efficient staff members can manage returns smoothly and empathetically, while also encouraging additional or complementary purchases.
Enhanced customer service
AI chatbots are great for answering general questions, but store staff often bring deeper insights—sometimes even personal experience with the products. Having employees available to answer questions that digital channels cannot is a powerful way to elevate the overall service level.
How will the role of staff members change with self-service?
As mentioned earlier, staff members remain essential. In fact, they are so important to the retail experience that, in some regions, the number of employees has actually increased despite the rollout of more self-service technologies.
However, their tasks are evolving. Instead of primarily scanning items at the checkout, staff are taking on more service-oriented roles, such as providing product recommendations and assisting customers throughout the store. By being more available and present on the shop floor, they can engage with shoppers more effectively: opening the door to new ideas, insights, and improvements that help retailers reach their full potential.
Changing consumer behaviours, such as showrooming and webrooming, can also be significantly influenced by staff members. Regardless of where customers conduct their research or complete their purchase, in-store staff play a vital role in shaping the retail experience—creating a strong incentive for customers to choose that specific retailer.
Their roles may evolve, but the need for staff members remains as strong as ever. By combining human expertise with retail technology solutions such as self-scanning, retailers have the opportunity to gain a strong competitive advantage, fostering brand loyalty and encouraging repeat customers.
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