CASE 1 . CONSUMER EXPERIENCE OF RETAIL TECHNOLOGIES
Sainsbury’s was the first retailer in Europe to install self-service checkouts in all supermarkets, giving customers a choice of how they checkout and speeding up queuing times for customers with smaller baskets. With over 1,000 stores and over 22 million customers a week – nearly half of those customers use self-service checkouts. Such a large scale implementation raised a number of critical issues that had to be addressed for the design of the technology and the most appropriate customer services and communication strategies.
We investigated the relative impact of emotions and cognition on the adoption of self-checkouts and on the consumer experience. A survey has been conducted on 400 consumers in the Sainsbury’s stores in various London and UK locations.