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Self-checkout colleague at the station can call for extra help to serve a customer.
Two-way call points also give customers the opportunity to directly engage with retail colleagues through assistive solutions, opening up further lines of communication. Rather than feel like they are being watched by surveillance technology on a self-service checkout, they can be empowered to use a technology integration to call for a member of staff when they need assistance, thereby enhancing their experience. If speed is what customers are looking for, then headset-equipped colleagues can assist in a faster shopping experience, no matter what till the shoppers opt to use.
Automation in the right areas
Recent frustrations around overly intrusive self-checkout systems highlight the need to implement the right technology in the right areas of the shopping journey. Where automation for surveillance is one possible approach, voice communication technology can be integrated with key touchpoints around the store to provide tangible benefits to both colleagues and shoppers.
AI, for example, is already being used to great effect to spot where certain items are running low or a perishable is nearing its expiry date. This information can be sent in real-time to colleagues via their headset devices, enabling them to replenish stock as needed, prevent any out-of-stock incidents and ensure that out-of-date items are removed before being bought by a customer.
As AI tools continue to grow in sophistication, colleagues will have the right level of automated technology at their fingertips to deliver human-driven shopping experiences. Self-checkouts have their place, but automation can make a tangible difference in numerous other areas, it just has to be implemented correctly.
It doesn’ t need to be a choice between people or technology
The future of retail shouldn’ t be focused on choosing between people or technology. Instead, it’ s about combining both to create smarter, more responsive shopping environments. Self-checkouts still serve a purpose for many customers, but their value lies in how well they complement the wider customer experience, rather than replace it.
As retailers continue to refine their in-store strategies, the focus should be on giving customers choice, using technology where it adds clear value and supporting staff to deliver a seamless service. Finding the right balance between people and technology at selfcheckouts will help to meet the needs of a diverse group of shoppers while improving efficiency at the same time. ■
Olivia Robinson www. vocovo. com
Olivia Robinson is Head of UK & EU at VoCoVo, a voice technology innovator. From independent convenience stores to the world’ s biggest retail organizations, VoCoVo’ s suite of solutions- which include lightweight headsets and call points, enables team members within any retail environment to actively contribute to their store’ s success. VoCoVo’ s easy-to-use technologies are grounded in the everyday experiences of retail teams, facilitating seamless interactions that boost morale and engagement to enable stores to elevate their performance, team safety and customer satisfaction.
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