Which retailers are using scan and go mobile technology and how do you use it?
Mobile self-checkout — people use their own mobile phone to scan products and pay — is increasingly being used by retailers who are looking to create a great customer experience by offering their shoppers a choice in how they shop with multiple payment options, while balancing the cost of technology to see a return on their investment.
We’re taking a look at some of the well known Aussie stores that are early adopters of mobile self-checkout. This is one of the great parts of working at Booop and developing mobile technology — trying and testing our own tech and the tech that is available in retail stores! We have also listened to what users out there are saying and have broken it down for you looking at the following criteria:
- How it works
- How to use instructions and display in store
- Usability of tech/app
Woolworths
Scan&Go is advertised by Woolworths as: the faster, smarter way to shop
How it works
Download the Woolworths App, if you don’t already have one you will need to set up a Woolworths Account and enter personal information including your name, address, email, mobile and a payment method — it takes a few minutes with easy steps to follow.
Once you have the app open select the Scan&Go tab and Start Shop, you are ready to scan items and directly bag them into your own shopping bags.
Products by weight such as fruit and veg have specially labelled scales to weigh the fruit and display a barcode that you scan on your phone. Reduced items also have a barcode to scan at the reduced price.
The app displays a QR code on the screen when you have finished your shopping. The final step is to take your trolley or basket to the specially marked Scan&Go checkout and scan the QR code which opens the gate, allowing you to leave the store. One customer we spoke to said they felt quite reassured that there is a dedicated aisle to go through and that the gate opens as though to acknowledge that you have paid and you aren’t trying to run off without paying!
This is an interesting observation and one that any retailer looking to use this type of self checkout should put some thought into. For example, how do you make customers and staff feel confident and comfortable to use and manage this type of payment system? Clear signage, an app that displays proof of receipt and good staff training will be vital to this.
Overall using the app was easy to use, definitely saved time and it was great as no need to unload and reload the trolley at the checkout.
It is worth noting that random spot checks may occasionally happen, a member of staff will check approximately 5 items that have been purchased.
Instructions and signage
Walking into the store our Booop tester didn’t see any signage advertising the Scan&Go option. It didn’t feel as though it was being actively promoted, instead it was more reliant on already loyal customers who have the Woolworth’s app, or for those who are actively seeking out alternative ways to pay.
The first signage we came across was in the fruit and veg section with clear instructions on how to place, weigh and scan the loose fruit or veg you are purchasing. Customers need to scan the barcode that the screen gives you when you place the item on the scales which is then added to your shop.
At the store’s checkout area there is good, clear and distinctive signage for the Scan&Go checkout, it was easy to spot and gave clear instructions on how to proceed.
Tech/app
The instructions on the app were clear and easy to follow and intuitive to use.
Ikea
The Swedish retailer promotes this as: Skip the line and save time.
How it works
Shoppers need to download the IKEA app on their phone and create an account with their name, address, email, phone number etc., this takes a few minutes.
Open the app and activate the shop & go function for the store you are in: scan the QR code (you can find this displayed throughout the store).
Simply start shopping by scanning the barcode on the product, this gives product information and you can select to add to your bag. Place the product in your bag or shopping cart. It is easy to remove products if you decide not to purchase them.
When you have finished shopping there is a unique QR code on your phone for your purchase, you can scan this at the signposted gate to enter the payment zone. The gate opens when you scan the QR code and you walk to one of the payment stations, at the time of our testing our tester paid for the goods and left the store with no further check required.
Scan the QR code again at the payment station, check your scanned products and it prompts payment with no need to remove the products from your bag or shopping cart. It prints a receipt for you.
Booop’s tip – try moving your camera further away from the barcode if it isn’t scanning straight away. Use the free Ikea wifi as had a much better and stable connection once on this.
Instructions and signage
As you walk into the branch Booop visited, there are floor stickers and pedestal signage with Skip the line and save time (where you can pick up the familiar Ikea pencils). Good clear and distinctive signage at the checkout which was easy to follow. The instructions in-store and on the app are clear and straightforward.
Tech/app
Easy and intuitive.
Bunnings
Bunnings say that their PowerPass App saves time in-store by paying in-app.
This is offered to business customers who have a PowerPass account, which offers a range of services including trade prices, dedicated trade support and the paying in-app.
How it works
Download the app and it prompts you to link it to your PowerPass account.
Scan the product barcode and add to your cart. You can search for products and it will tell you if it is in stock and which aisle to head to.
If you have issues with the barcode you can manually enter the item number.
To check out you click the Proceed to Checkout button on your screen. The payment method is linked to the PowerPass account (that has to be set up beforehand with customer payment details) these include: PowerPass Credit, credit card, PayPal etc.
When the purchase is complete as you exit the store you present the QR code on your eReceipt on your smartphone to the Bunnings’ staff member who scans it on their device as you walk out.
Instructions and signage
In the store that Booop visited there was limited signage, the only signs noted were at an internal checkpoint targeted at trade businesses not general customers (not the main till points).
Tech/app
As our Booop tester did not have a PowerPass account we were unable to confirm how easy or intuitive the app is to use. Speaking to other customers in store they hadn’t used this functionality yet, although they would be tempted to if the checkout queues were long, their hesitation was an unfamiliar process and being stopped when they were exiting the store.
7-Eleven
The 7-Eleven website promotes it as: Skip the queue with My 7-Eleven Pay & Go.
How it works
Download the app to pay for fuel using Fuel Up, or Shop in-store using the app to scan your products and check yourself out.
You need to register your details including your:
- Mobile number
- Payment card
- And you are also asked to take and upload a photo of yourself to help staff identify you.
It then took a few minutes to set up the account.
It was quick and easy to scan the items’ barcodes. However, when our tester tried to remove an item there didn’t seem to be an option to remove it, so they opted to cancel the transaction which was an easy process, and then they quickly rescanned the required items.
When we asked the petrol attendant working in-store about if you can remove an item, they were unfamiliar with the app and had only had people use it to pay for petrol. They wanted the items to be paid for via the cash register, but the mobile payment had already gone through, although nothing was showing on the app as proof that the transaction had gone through.
The attendant phoned a manager for advice, while our tester checked the email that had been registered to the My 7-Eleven app, an invoice had been sent to the email and the manager also confirmed that this is where to check for the receipt.
Instructions and signage
There was no signage at the store. It was fairly clear and straightforward to follow, although at the time of the visit we were unable to confirm if there was a way to remove an item from the basket without cancelling the whole transaction.
Tech/app
The app was easy to set up and use, there didn’t seem to be as much functionality as some of the other stores reviewed.
Kmart
Described as: The Kmart App is here! The free app makes shopping quick and easy, like having the whole store in the palm of your hand.
How it works
Currently you can’t purchase products on your mobile and walk out, but could this be where they are heading and what does the app currently offer?
- Digital receipts for in store purchases.
- Link to your flybys or OnePass card to collect points.
- Scan barcodes for more product info and price information. You can discover more about product features, availability, reviews etc.
- Wish list favourite products to store and come back to them.
In December 2020 Kmart partnered with a payment system, they put approximately 1,000 devices across 230 Kmart stores, with staff walking on the floor processing around 100,000 transactions during Dec 2020 to help ease queues during this busy seasonal period.
Another well known retailer, fashion giant Zara also offers customers who have downloaded the app the ability to scan barcodes and find out more about the item. Could they also be curious and about to dip their toe into the mobile payment checkout experience?
Booop’s insights
Overall the approach the stores seem to be favouring is a soft launch, by releasing and promoting to their loyal/repeat customers or early adopters of this payment technology. This does mean that they can refine the app, processes and signage to a more receptive and forgiving audience, before they roll it out to a broader market who may be less inclined or comfortable to adopt this type of tech.
When shoppers see other people skipping the queue, having scanned and bagged their own items — it can be a great promotional opportunity to encourage these customers to adopt the technology — or at the very least pique their curiosity.
Retailers that are able to keep up with trends by offering customers flexibility and a variety of options in how they shop and pay in-store will be able to cater for a much more diverse customer base improving the overall customer experience.
Related topics:
Scan and go mobile technology – working with retailers to provide a solution