Three or four years ago the retail landscape started to morph, led by the ubiquitous ATM machine, self-service kiosks started to pop up at airports for check-in and fast food restaurants for order entry and gas stations for pump and go. With those changes my thinking was “what a great way to off-load rising labor costs by training the unsuspecting public….”
At first there was reluctance but as experience increased more and more customers sought out the consumer-friendly devices to make quick work of checking in, fueling up or ordering their favorite combo meal.
Today, consumers value self-service and attitudes have changed, but here is a disturbing thought, maybe it’s because consumers don’t want a relationship with companies any longer and that self-service gives the consumer the out they have been looking for.
To self-serve or not:
Walk in, find what I'm looking for, go to the counter to checkout.
Associate: "Hello, did you find everything you were looking for?"
Me: "Yes."
Associate: "Do you want to get our extended warranty on this product? It already has one year, but for..."
Me: "No, thank you."
Associate: "Do you want a bag?"
Me: "No."
Associate: "Do you have our rewards card? It's only $10 to signup and it will..."
Me: "No thank you."
Associate: "Will you be paying with your Branded-to-this-store Credit card?"
Me: "No," as I'm holding out my debit card.
Associate: "Would you be interested in donating $1 to charity?"
Me: "No."
Associate: "Okay, thats $10.87. No, it goes the other way." which always seems to be the opposite way it shows on the device.
Me: Tap tap tap.
Associate: "Do you want the receipt?"
Me: "Yes."
Associate: "Have a nice day.
versus
Walk in, find what I'm looking for. Go up to self-serve, scan, swipe, pay, walk out.
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