Overcoming Challenges: Common Technological Barriers to a Great Self-Service Experience
Self-scanning is easy and convenient – when done right! But the threshold towards a great shopping experience can be quite high, especially when promoting the solution on a new market, or to an inexperienced shopper. Learn more about the various obstacles with technology, and how to overcome them, here!
The frustration with technology
The technology which is meant to serve as an enhancer of the shopping experience, can also be a barrier to using it. The level of technological maturity, among other factors, can greatly affect how prepared a consumer group is to adopt self-scanning technologies. And besides that, the offered technology is not always the most user-friendly or efficient. There are several technology-related issues that needs to be addressed:
Complexity
By making the solution overly complex, users will be discouraged from using it. This includes an interface that is difficult to navigate, or poor instructions regarding how to use the technology. Even if the self-scanning setup and the technology behind is advanced, the front-end needs to be intuitive and the solution must be easy to use for the shoppers.
Tip: Make sure to offer a solution that is easy for the shoppers to use – whether they are experienced or not with self-scanning!
Glitches
No-one likes glitches – and self-scanning is no exception. Technical issues will create significant frustration, and when occurring regularly these issues will have a severe impact on self-scanning usage. These glitches can include:
Slow or incapable scanners
Faulty barcodes
Slow responses or system crashes
Tip: Glitches can occur both from software errors and insufficient hardware. The combination of well-functioning hardware and software is vital – learn more about that here.
Learning curve
Don’t underestimate the learning curve! Not everyone is comfortable using new technology – and sometimes the threshold towards new technology is too steep. Without proper instructions, a clear interface and features that are easy to understand, less tech-savvy shoppers will abandon this type of retail technology.
This also goes for the more practical parts of shopping – is the store setup convenient enough for shoppers to change their habits from using the traditional checkout?
Tip: Features such as location-based discounts and in-store map can create an incentive for shoppers to learn how the self-scanning alternative works. Learn more about how to create a smooth self-scanning experience here.
Lack of assistance
Technology works best when there is assistance to be found when needed. Self-scanning users needs to feel supported when using the technology, this goes for both staff members and the shoppers. Lack of assistance will result in reduced usage, and an avoidance towards using the solution in the future.
Tip: Combine the available staff members with AI-powered assistance in the self-scanning device! Some question could be easily answered by a chat bot, whereas others need an actual staff member.
Perceived inefficiency
Self-scanning presents many benefits – if done correctly. But if shoppers have the perception that things take too long, or the process in itself is too advanced or time-consuming, they will probably go back to the traditional way of shopping instead. Slow scanners, long lines to the payment tower, or products that cannot be scanner, are examples of such moments. And whether they are aware of it or not, the shoppers will compare the self-scanning experience with the traditional way of shopping, and select the method that benefits them the most.
Tip: Do not force the shoppers to switch to self-scanning: encourage them. By having traditional staffed checkouts still available, shoppers will have the choice to select between the two alternatives – and to experience the difference.
How can Zebra PS30 help shoppers overcome the obstacles?
The lastest self-scanning device from Zebra Technologies has been created with the end-user in mind: helping retailers overcome several of the most common obstacles to self-scanning use.
Efficiency is a top priority, and the PS30 is built to last. The self-scanning device is equipped with powerful hardware for fast and continuous usage, and built to survive the occasional drop.
Perceived usefulness will increase when multiple useful features are connected to the self-scanning device. Shopping lists, clip coupons, recipes and much more can be accessed through the PS30 device.
Paired with a smart self-scanning software, the risk of facing an overly complex interface is minimized, both for the shoppers and staff members.
Learn more about the benefits of the PS30 here.
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