Check Out

April 28, 2014

Greetings from 12 Items or Fewer,

There was a time not long ago that grocery stores were a different experience.  There would be maybe 10 aisles of various food stuffs, each aisle marked with a number.  The numbers were there so someone could page ‘Clean up on aisle 5’; you didn’t need numbers because you could remember where the canned beans were.  Somewhere around the perimeter there would be banks of fresh produce, coolers of dairy products, perhaps a butcher counter, maybe even a fresh bakery display.

At the front of the store there would be a few cash registers with people to interpret the prices of the various items you bought and then pound the keys to enter the numbers that would total up your purchase. 

The cashiers were a critical component for the shopping experience.  Because here was where the interaction got very interesting.  Here was where news was exchanged, or suggestions about the kind of rice to get with that chicken, or what was a better value—‘Mrs. Paul’s’ fish sticks or the Spartan brand.

For most of us the environment has changed.  The stores are the size of international airports and groceries are just the beginning.  You can buy anything you ever might need from sporting goods to hardware, clothing, plants, toys and electronics. 

And so by the time we make it back to the front of the store we are exhausted and disoriented.  And then we have to wait in line behind the rest of humanity.  Most of the time interaction is the last thing we want.  All we want to do is escape.

Thankfully there are Self Checkout kiosks now.  You scan your own groceries with a minimum of hassle, unless you are trapped behind a Newbie.  Zip through the process and get back to the hectic franticness outside.

Yes it is missing something.  But I heard a great suggestion that I think might help.

Generally the self-checkout is accompanied by some sound effects.  A ‘beep’ or a voice that states the price each time you scan an item.  At the conclusion the voice gives direction to enter your payment or check the bottom of your cart, or remember your change. 

The innovation my friend suggested would be to make this something to look forward to.  The self check-out could be programmed to tell jokes, give tidbits of news, or maybe remind you to get a birthday card.  I would call it the ‘Expressive Lane’.

Beep. “Cheddar Cheese, $2.49.  Did you hear about the explosion at the French cheese factory?  All that was left was de brie.”

I don’t mean to say we should replace the human interaction altogether.  But on the days when you are in a rush, this would give you the option for a little exchange, on your terms. 

The kiosk could offer you choices in a range that bests suits your mood.  Chatty.  What’s New?  Be My Friend. Running Late.  Just the Facts. I Haven’t Had My Coffee Yet.

When you start the transaction you choose the level you want, and then start swiping your purchases.  Most stores have ‘loyalty’ cards you swipe when you start the process so they could collect information on you and tailor the computer’s response to you. 

Feeling playful?  Choose ‘Snarky’ and get a little sarcasm with your receipt.

“Might want to take the ice cream back and choose the yogurt. Those blue jeans aren’t doing you any favors.”

My future favorite would be the ‘Validation’ mode.  The voice would be customized to sound like your best friend.  Or George Clooney.  Or Mr. Rogers:

“Great choice on the bananas.  They really are nature’s perfect food.”

“So glad this cereal is on sale!  You work so hard for your money.”

“Extra large rolls of toilet paper.  You are so smart to plan ahead.”

“You really look nice today.  Love the way you put the pajama bottoms with the hoodie sweatshirt.  That’s very cutting edge.”

And so on. 

Nothing will replace the human interaction at the check-out.  I know some people who treasure that contact.  But if we are going to be faced with this new reality, why not make it as enjoyable as we can?  Technology isn’t just about efficiency is it?

And when you’re not in the mood for any of this, go find your little neighborhood grocery, with the limited choices and the flickering fluorescents, and the worn counter where you slide your purchase to the cashier.  Listen to the clunk and clank of the old NCR as it ratchets up the total.  Spend the extra few minutes to talk to someone who looks you in the eye when they tell you to have a great day, and not because the training manual says to. 

The fact is, it’s not always about the Always Low Price or the overwhelming selection.  Some days you just want someone to bag your groceries and when they say ‘Thank you’ you feel like they meant it.  Tough to get that, even from a very expressive computer.

Hope this finds you checking out,

David

Copyright © 2014 David Smith