The self-service checkout is generally viewed as a replacement for the human cashier. The self-checkout machine advertises itself as a faster, better alternative to the regular checkout line. Its placement in grocery stores near the exits implies that a speedy exit is in store for customers. The lack of impulse buying space removes the distractions of an ordinary lane as well. The soothing voice and (presumably) easy-to-use touchscreen imply a smooth and hassle-free experience for all.
However, there are limitations to the effectiveness of the self-checkout’s effectiveness, especially when considering its intended purpose – to reduce cost and improve speed (to increase profits, one would safely assume). Understanding these limitations and the responses they engender in human users is important, especially when considering the choice to remove units already installed at national chains like Costco. As self-checkout technology is not cheap, the limitations must be important if they are willing to throw away that investment. The most obvious limitation is that automated check-out technology, like many systems of automation, creates a hyper-individualistic experience for the customer that did not really exist up until the past decade. Pre-programmed responses to inputs, even with a pleasing female voice, are unable to ask you how you are doing (or at least, they are unable to make it seem like they care). Judging by online comments, there is a sizable portion of people who find this lack of socialization to be a good enough reason to avoid the technology. In this case, the object is doing what it was designed to do, but it turns out that many don’t want their experience to be constricted in that way. A related limitation is what the self-checkout lane presupposes about its users and how this can lead to–unintentional or not –discrimination. The machine makes many assumptions about its users – that they are able to stand (the touchscreen is not accessible from a wheelchair on many devices) and that they are able to use a touchscreen. While these may seem like very limited barriers to entry, I think most people can recall a time when they saw someone fumbling with the screen, unable to make sense of the instructions, and holding up the line. I spoke with an elderly woman when creating my video, and she told me she gets nervous whenever she has to use an automated device like the self-checkout, but that she continues to because the more ubiquitous they become, the less of a choice she feels she has. From the utilitarian side of things, the area where the technology seems most limited is in the area of preventing theft. This is why there is generally a human observer keeping an eye on the self-checkout lanes. To what extent does the inability of the machine to detect all kinds of theft alter the behavior of persons using it? Studies show that loss has increased as self-checkout machines have fallen into more common use. |
Sources:
https://www.few.vu.nl/en/Images/werkstuk-horst_tcm39-91361.pdf
http://www.valueline.com/Stocks/Commentaries/Is_Self_Checkout_Technology_Checking_Out_.aspx#.VQnKyI54oqc
http://www.wirespring.com/dynamic_digital_signage_and_interactive_kiosks_journal/articles/Self_checkout_systems_may_reduce_impulse_purchases-286.html
http://news.bbc.co.uk/2/hi/8399963.stm
https://www.few.vu.nl/en/Images/werkstuk-horst_tcm39-91361.pdf
http://www.valueline.com/Stocks/Commentaries/Is_Self_Checkout_Technology_Checking_Out_.aspx#.VQnKyI54oqc
http://www.wirespring.com/dynamic_digital_signage_and_interactive_kiosks_journal/articles/Self_checkout_systems_may_reduce_impulse_purchases-286.html
http://news.bbc.co.uk/2/hi/8399963.stm