Walmart Shoppers, Take Note—The Company Just Announced Something Big!

Have you ever gone shopping, picked your goods, and waited in line to check out only to have yourself personally confronted with a machine rather than a real cashier? Self-checkout systems are now somewhat ubiquitous in the automated environment of today. Many people find these gadgets to be a convenience as, when you simply have a few things in your cart, they expedite the transaction. Scan, swipe, pay, and you are leaving the door. It seems basic enough and may usually help to simplify life somewhat.

Not everyone, meantime, enjoys being their own cashier. For some, not a convenience but rather a bother is the obligation of scanning every item and finishing the purchase. To be honest, queues still appear to develop even at these self-checkout stations—especially when equipment break down or consumers find the procedure difficult. Not always the fast remedy it claims to be.

Retail behemoth Walmart, well-known for its large range of items and low pricing, had a daring plan to solve these problems: completely remove lines while still allowing consumers the choice to check themselves out. Their response is Technology known as “Scan and Go.” Customers may scan products as they bought using this technique using their cellphones. They would pay straight through the app once they were done and then pass via a Mobile Express lane at the front of the store for security inspections. Not lineups, not waiting; simply scan, pay, and leave.

The idea was straightforward: satisfy the need for efficiency and quickness of the contemporary customer. “We’re always looking for new ways to help our customers save time; these innovations are just the latest examples of how we continue to invest in our stores and provide customers more convenience,” Walmart market manager Ray Korsch said in a statement. On paper, it sounded to be a win-win. While Walmart could save money by cutting the required cashier count, consumers could have a quicker shopping experience.

But the truth is somewhat different. It turned out differently from expected. Many consumers objected to the technology instead of simplifying the buying experience. What was meant to be a fix turned into still another cause of contention for Walmart’s already precarious customer service record.

Walmart has always scored low on consumer satisfaction polls, hence the addition of self-checkout technologies had little effect. The American Customer Satisfaction Index (ACSI), which gauges consumer views on big-box stores, shows Walmart’s score declined from 72 in 2016 to 71 in 2017. This placed the business last on the list, right below Sears, a store barely hanging on.

“It took Walmart almost a year to discover what the rest of us already know,” stated Randy Parraz, director of Making Change at Walmart (MCAW). “You cannot persuade consumers to perform the duties of a cashier simply because you do not want to pay for the work, particularly in cases of eliminating cashiers not producing more convenient shopping.” Parraz’s attitude captured the annoyance of many consumers who believed Walmart’s emphasis on cost control came at the price of the customer experience.

Responding to concerns and deteriorating satisfaction ratings, Walmart decided to reinstate cashiers in many outlets. The action is considered as an attempt to boost the shopping experience and rebuild consumer confidence. Walmart wants to allay some of the worries expressed over its poor customer service by bringing back human cashiers, hence perhaps enhancing its position in next ACSI ratings.

Although checkout lines have evolved greatly, this begs a fascinating issue: as technology develops are we losing human contact in favor of speed and efficiency? Some customers find the lack of a cheerful cashier to make their purchasing experience seem frigid and unpersonal. Furthermore, even if automation has benefits, a human touch is comforting, particularly in cases of technology failing or small help required.

Walmart’s attempt to rely mostly on self-checkout technology reminds us that not every invention comes out as planned. Right now, it appears the business is retreating and going back to the fundamentals of excellent customer service—something as basic as a cashier’s grin.

Regarding the retail move toward automation, what do you think? When Walmart instituted the “Scan and Go” method, did you ever buy anything there? Was the technology of your taste, or did it frustrate you? And how do you see Walmart’s choice to restore cashiers? Share your ideas below; for further information on why Walmart is changing its technology, see the video below!