Real-World Solutions for Easing Scan Time
For an even simpler solution, retailers need look no further than Digimarc’s barcode, which, according to Heidi
Dethloff, VP of marketing, puts “code in your color.” By
placing the code across the entire package, the solution
gets rid of the age-old UPC code that requires cashiers to
scan a product in a specific spot on the packaging, significantly speeding up the checkout process.
Digimarc’s technology can also be applied to thermal
labels, so that when shoppers purchase something from
a deli, for instance, that requires another staff member
to slap a label on it, a potentially crinkled package does
not slow down the checkout process. “If that data bar, or
the UPC, gets damaged, it can’t scan,” Dethloff says. “If
cashiers have a long line, they may just punch in anything
or try to guesstimate how much it costs. Whereas the Digi-
marc barcode is across the entire package and doesn’t
have to rely on just that physical symbol.”
Digimarc conducted studies with three large-format
grocers and general merchandise retailers comparing
the scanning performance of a Digimarc barcode vs. the
traditional UPC barcode at checkout and found that its
proprietary barcodes increased items scanned per min-
ute by 23%, “which represents cost and time savings for
the retailer,” Dethloff says. Wegmans and New Seasons
Market were early adopters of the technology and have
had success with it, she says.
Perhaps the simplest way for retailers to ease their checkout experience is to ensure the queuing area is streamlined and is not confusing to shoppers.
Research from Hershey suggests an active queue such
as an “L” or “U” design that offers a clear shopper path
and entry points avoids the “free-for-all” created by a
standard straight-line design and typically has a 46%
higher buyer conversion.
“Engagement is measured in terms of helpful and
friendly cashiers, as well as offering the optimal merchandising solutions,” says Joey Hendrix, team lead for Hershey Insights Driven Performance Every Day Strategy.
“As with convenience, shoppers continue to convey that
good customer service is an important part of the checkout experience. However, shoppers are now expressing
the desire to have wider checkout lanes, as the current
spacing is too tight and feels like a cattle shoot.”
If that data bar, or the UPC,
Money Machine Magic
gets damaged, it can’t scan. If
cashiers have a long line, they
may just punch in anything or
try to guesstimate how much
it costs.” –Heidi Dethloff, Digimarc
Cummins Allison has new machines on the market that feature
digital screens that display moving graphics and videos, which
play when the machines are idle.
“These on-screen displays help to attract attention to the
machines while shoppers are in-store and can increase utilization
and overall profitability of the machines,” says Jim Weaks, VP
of Mount Prospect, Ill.-based currency-handling technology
company Cummins Allison.
Since placing machines with these digital displays, Cummins
Allison has seen an increase in average volume per grocery
store. That means grocers who have machines with these digital
displays have seen an increase in use and tra;c to the machines.
Front-End Insights Equipment & Design
Hershey’s 6 Tenets of Queuing
1 Queuing creates ocial justice—first
come, first served.
Because 40%-60% of
transactions can occur at
important to ensure
3 Make sure the shelving in the line
is only 42-48 inches
above the finished floor
and is not so long that
5 O;er only relevant items. 2 Ensure there is clear signage on where to
enter/wait. It seems
obvious today, but early
designs did not have that
and it created confusion.
4 Make sure queue lines are
allow shoppers to
bypass one another if
someone is dwelling.
6 O;er less impulsive items such as
general merchandise at
entry and o;er higher
impulsive items toward the