Self-service store from the point of view of the seller: why is this business
A modern chain store in any country in the world is a complex architecture in which people and algorithms are connected in a single chain. Each link has a loss due to an error or inefficient use of time. And the larger the business, the more such losses. Therefore, any solutions that automate routine procedures and reduce costs are in demand.
The store is also a competitive player, where the main task is to continuously improve services and improve customer experience. Firstly, it concerns the reduction of time costs and inconvenience for the buyer associated with queues and optional contacts. The second is a course towards multi-formatting, which allows providing comfort to customers with different purchasing missions. According to retailers, someone needs to buy food for a week, and someone went for a bottle of mineral water and chocolate. The latter is the least comfortable standing in line among people with loaded carts. Optimization of this process is most important for the hypermarket.
A store in a large city should only be there at the time the buyer needs it. This is including night trading, in which the person at the cash register is especially hard. This is a station, an airport, an office center or a student campus, where it is inappropriate to keep an employee whose only task is to break through bars and sandwiches in standard packaging. Automation technology allows you to capture traffic in the "inaccessible" places for a traditional store around the clock.
Digital technology is one of the must-have of modern retail, which affects its reputation and makes it interesting in the eyes of customers, ready for tomorrow in the representation of partners and investors.
“On the one hand, active development and saturation of the market with IT solutions continues: new approaches appear, new technologies of trade accounting, sales and marketing become cheaper and more accessible. On the other hand, consumers are also making new demands on the buying and selling process. Sales should be faster, more convenient, more accurate and more comfortable. And new payment systems help bring all these trends together, ” said Alexander Rudenko, an expert in retail.
The man on the other side of the ticket office
The human factor in routine processes for any store is a possible source of failure. Trade is the art of communication and product creation (competent consultation or creating a positive attitude is also part of the product). In this case, a person is needed, but his role is reduced where operations can be automated.
On the other hand, such monotonous labor is minimally comfortable for the employee himself. For him, work in the hall is a rest.
The cashier is the main point of contact between the store and the buyer. All claims are poured on him: on the price and price tag, the quality of cleaning and temperature conditions, the box hangs and the points were incorrectly written off on the loyalty card. According to cashiers, communication with the buyer is one of the key sources of tension.
Communication this process can be called conditionally - the initiative and the variations in it are minimal. Neither the buyer nor the cashier likes the work on the algorithm, the lack of personification in interpersonal contact, or “alienation” from communication. But in a modern supermarket, an algorithm is a must. Even if the cashier understands that the buyer does not need the package, or sees that he is already reaching for the terminal, he is obliged to ask: “Would you like the package?”, “Card or cash?”.
On the other hand, communication, verbal and non-verbal, is a source of positive emotions for store employees. The buyer is pleased to help. His sincere "thanks" and a smile warm. Buyers will be recognized. Of course, such a model is easier to implement in small convenience stores, but even in large supermarkets, the cashier sometimes seeks to build just human relationships.
With the advent of self-service cash registers, which are being introduced in parallel with the traditional ones, the flow of customers is redistributed. For whom communication with the cashier is not necessary at the moment, who is annoyed and avoids contact - they leave for an island with scanners. This reduces the load on the cashier and the voltage level of the buyer.
World experience - format leaders
The spread of technology was undulating - retail took a step forward and rolled back the changes. The first cash desks tested in 1992 were technologically imperfect, and the buyer was not yet so accustomed to interacting with interfaces. Cash desks were widely distributed only in 2003.
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