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NCR Corporation's assisted and self-service solutions, particularly its Self-Checkout (SCO) systems and technology, contribute greatly to its leadership position in the retail self service and point of sale. This is also borne by the results of a survey of grocery shoppers, who appeared to favor retailers that offered self-checkouts.

A survey of 400 U.S. grocery store shoppers, half using SCO and half using cashier-assisted checkout, was conducted by independent researchers between January and May at U.S. grocery stores in the Northeast and Midwest. 

Interestingly, a large majority in both groups believed self-checkouts to be faster and more efficient than an assisted-service line. The 400 respondents were intercepted and interviewed immediately after completing their purchases.

In fact, many survey respondents viewed SCO as a customer-service differentiator and indicated that they would like to see the concept being introduced in convenience stores, drug stores, department stores and other segments as well. This was true of both pro- and anti-SCO respondents.

According to the survey, many shoppers in both groups believed retailers that offered SCO did so only to make it more convenient for customers, who didn't want to stand in big queues. Hence, such retailers would also provide good customer service.

Retailers are also increasingly becoming aware of the fact that shoppers want choices in how they interact with stores, and the biggest choice that shoppers wanted was apparently self checkout.

“Shoppers recognize the speed and value self-checkout provides and are eager to see it expanded into other retail segments,” said Scott Kingsfield, senior vice president and general manager, NCR Retail. “Even among shoppers using assisted checkout, there’s strong appreciation for the benefits this technology provides.”

Half of the SCO shoppers said basket size was the main factor that made them choose the SCO lanes every time they shopped, while 35 percent indicated that they used these lanes only when they didn't shop a lot.

Only 7 percent indicated that they used the SCO lanes when the long cashier lines put them off.

In contrast, out of the other half of the survey respondents that used the assisted checkout, 35 percent chose that lane because they had many items in the basket, while 16 percent indicated their dislike of SCO and 12 percent used the assisted checkout lane because the line was rather small or absent.

A very small minority had never even heard of SCO.

NCR's self checkouts demand fast, easy and convenient options, and businesses intent on increasing revenue, building customer loyalty, reaching the contemporary consumer and lowering their cost of operations.

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