The impact of self-scanning on store performance
Self-scanning has become one of the most widely adopted retail technologies in recent years. While many retailers associate it with faster checkouts and improved convenience, its impact may extend far beyond the checkout area. A recent study examined how self-scanning affects customer behaviour and store performance - and the findings reveal several compelling benefits.
Today, retailers have a wide range of KPIs and performance metrics to track, all with the goal of optimizing store operations, creating an excellent shopping experience, and attracting new customers.
At the same time, the retail technology market offers a large selection of solutions that promise to support key priorities such as increasing basket size, strengthening customer loyalty, and delivering a seamless shopping journey. With so many options available, many retailers face the challenge of choosing the right solution for their specific needs. While many technologies appear to offer similar benefits, they often require significant financial investment — making most retailers hesitant to take unnecessary risks.
Why use self-scanning?
Self-scanning is one of few retail solutions that has grown significantly in popularity across the globe. What began as simple offline scanning devices with only basic functionality has evolved into advanced, connected solutions integrated with features such as shopping lists, product information, and instant payment options.
However, questions remain about the broader impact of self-scanning on store performance. To explore this, a recent study examined the effects of self-scanning technology on customer behaviour and key retail performance metrics. Using actual traffic data from a major US retailer, the researchers analysed how self-scanning influenced customer visits, market reach, and time spent in-store.
The findings reveal several interesting insights:
Increased customer visits
The study found that self-scanning can lead to more frequent customer visits. This creates additional opportunities for retailers to promote offers, introduce new products, and strengthen customer engagement.
There are several possible reasons for this increase. Some shoppers may choose a store because self-scanning enables a faster checkout process, while others appreciate the greater autonomy and convenience it provides. In competitive retail environments, self-scanning can therefore serve as a valuable differentiator.
An expanding customer base and market area
The benefits of self-scanning extend beyond existing customers. The study found that retailers implementing self-scanning were able to attract new shoppers and expand their market area.
Some customers may be drawn to the novelty of the technology, while others are already familiar with self-scanning and actively seek out stores that offer it. As a result, self-scanning can help retailers reach a broader audience and strengthen their competitive position.
A faster shopping journey
According to the study, self-scanning reduces the amount of time shoppers spend in-store. At first glance, some retailers may view this as a disadvantage. After all, isn't more time in-store often associated with higher spending?
The key lies in how that time is spent. Most shoppers do not want to spend time waiting in queues. Instead, they want to browse products, find what they need, and complete their purchase efficiently. By reducing friction during the shopping journey, self-scanning allows customers to save time while still enjoying a positive shopping experience.
For many shoppers, these time savings can be a significant benefit, one that contributes to higher satisfaction and encourages repeat visits.
Are the positive effects of self-scanning short-term or long-term?
As with many new customer-oriented solutions, self-scanning can benefit from an initial sense of novelty among shoppers. This is supported by the study, which suggests that some effects are particularly noticeable shortly after self-scanning is launched.
However, the study also highlights that self-scanning can have long-term positive effects, indicating that retailers may continue to see performance improvements even after the initial wave of interest.
As shoppers become more familiar with self-scanning and other self-service solutions, they are also more likely to continue using them. This is supported by real-life examples where retailers offering self-scanning through either smartphone apps or dedicated devices often see growing demand to expand their self-scanning options.
“There may be a threshold to self-scanning in the beginning. However, when implemented correctly, usage usually builds over time rather than decreasing,” said Fredrik Englund, Managing Director at Datema Retail.
By continuously reviewing performance, and by gathering feedback and other insights from shoppers and staff members, retailer can ensure that the positive impact of self-scanning are long-lasting.
Does self-scanning only have positive effects on stores?
Like any retail technology, self-scanning is not without its challenges. While the benefits can be significant, the outcome often depends on how the solution is implemented and managed.
Common concerns associated with self-scanning include retail shrinkage, technological issues, and low customer adoption. If not addressed properly, these challenges can impact both the customer experience and the retailer's return on investment.
However, these risks can be minimized with the right strategy, technology, and operational processes in place. Many retailers successfully implement self-scanning while maintaining control over shrinkage and achieving high levels of customer adoption.
To maximize the positive effects of self-scanning, retailers should work with an experienced self-scanning provider. This can help them avoid common pitfalls, ensure a smooth rollout, and equip both customers and staff with the tools and knowledge needed to make the solution a success.
When implemented correctly, self-scanning can deliver long-term benefits for both retailers and shoppers, creating a faster, more convenient, and more engaging shopping experience.
While self-scanning is often associated with faster checkouts and greater convenience, the research suggests its impact extends far beyond the checkout area. From attracting new customers to increasing visit frequency and improving the overall shopping experience, self-scanning can be a valuable tool for retailers looking to strengthen store performance in an increasingly competitive market.
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