What is self-scanning?

During the last 2-3 years, self-scanning technology has been a hot topic on the retail market. An innovative shopping concept, self-scanning has already been adopted by the largest supermarket chains worldwide to help the retailers address the challenges in regard to their relationship with their customers. According to the survey conducted  by University of St. Gallen, Switzerland in 2009 amongst European retailers, one of their main challenges is how to improve customer satisfaction and loyalty. 65% of the respondents consider lines at their checkouts as the most serious problem holding back the potential for improvement of their customers’ shopping experience. In order to meet their customers’ service expectations, major supermarket chains all over Europe  have embraced the Self-scanning technology.
 

How does self-scanning work?

The Self-scanning System or as it is often referred to, Personal Shopping Solution (PSS) consists of a pool of portable mobile devices used by the customers to self-scan barcodes of the items while shopping.  

At the entrance, the customer identifies himself with the loyalty card to release the scanner. Self-scanning system does not necessarily need to include this step - some retailers chose to let their customers pick up the scanner anonimously. This is entirely flexible with the implementation of the PSS (self-scanning) system. Self-scanning trip begins as  the display and cradle of the next available terminal light up. The mobile scanner used for self-scanning projects by the largest retailers worldwide is Motorola MC17, which is the most popular choice because of the best-in-class combination of ergonomic design and rich functionality. The hand scanner can be placed in the holder on the shopping trolley for customers' convenience.

Shopping trip with selfscanning now continues in much the same way as normal, with the only difference that the customer now
self-scans the barcode on — or on a board near — each item before placing it in the trolley. To add more than one item of the same product, the ‘+’ button can be used. Returning / voiding an item is easy as well – the customer needs only tap the ‘-‘ key. The total amount of purchase, as well as the list of goods in the basket, are visible on the screen at any time. In this way self-scanning helps the customer to control the budget spent in the store.
Selfscanning is also used to advertise and highlight promotions and special offers to the customers when they are standing right next to the corresponding item. 
 
Customer checks. Once the shopping is finished, the customer heads over to a checkout or payment zone. The question which is very often asken when self-scanning is considered is "How is it checked that the customer has scanned everything?" In the self-scanning terminology, these checks are called "re-scans" and are performed at the paypoint by the personnel. Self-scanning system should be flexible enough to allow the retailer to set the parameters for checking their customers as frequently as they want. The personnel can perform partial of full re-scan, again at retailer's choice. If a re-scan is to be performed, the self-scanning system will inform the user and the customer assistant, otherwise the ticket is sent to the POS systems for payment.

Payment can be done both at the traditional check-out or at an unmanned kiosk, depending on the retailer’s general practices and customer preferences.At the traditional check-out, the customer hands the scanner over to the cashier and benefits from a very quick payment process, since the cashier does not need to scan the goods anymore and the customer does not need to re-pack them. With self-scanning, payment normally takes no longer then 30 sec. Should the customer choose to pay at an unmanned kiosk, he scans the "End of trip" barcode and hangs the scanner into the wall next to the kiosk. Paying at an unmanned kiosk remains the most popular option with self-scanning, since the customer avoids queuing and is then able to leave the shop with the goods much quicker.
 
Leaving the shop. Once the customer has completed payment procedure, the self-scanning system needs to release the exit bar open to allow them to leave the shop. The customer needs only to approach the lane exit bar and scan the barcode on their check as the payment confirmation. After that the gate will be released automatically.
The self-scanning trip is now complete.

 

What are the benefits of self-scanning?
 

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