Integrating Digital Signage Into Self-Checkout Lanes

Self-checkout systems debuted several years ago. Most people (including myself) were startled and confused by them. We preferred the help of real employees to the cold, unmanned machines. Shoppers eventually migrated over and today, the self-checkout lanes (SCLs) are just as busy as the conventional aisles.

In the beginning, retailers had trouble setting their merchandising strategy around the SCLs. No one knew what to expect, so everything from POP displays to promotions pushing impulse buys were experimental. Since then, we've learned a few things about shopper behavior when people are exposed to in-store media at the self-checkout counters.

In this article, we'll take a closer look at integrating digital signage at the SCLs. I'll explain why people are drawn to them and the challenges faced by retailers. We'll also explore why effective signage content is more important than ever.

Why Shoppers Are Drawn To Self-Checkout Lanes

If there's one dependable axiom about retail consumers, it's that everyone is in a rush. Even if a customer has nowhere to go and nothing to do, he'll go to great lengths to avoid waiting in line. I'm guilty of this myself. When I buy groceries, I rarely choose a cashier. Instead, I'll use the self-checkout lanes. They're faster, more convenient, and they don't force me to speak with anyone while I'm checking out.

Most retail customers have the same tendencies while shopping. There are variances in certain demographics, but when given the choice, most people will finish their business as quickly as possible. That presents a few major challenges for retailers that are using digital signage in these locations.

The Challenge For Retailers

In the early years of SCLs, impulse buys plummeted. That's understandable since shoppers were spending less time in line. They weren't looking at magazine covers or considering the effect of grabbing the nearest candy bar. Having said that, things have changed over the past few years. More people than ever are using self-checkouts, which means there is a greater likelihood of lines forming. Whenever retail shoppers are standing and waiting, there is an opportunity to expose them to in-store media.

Because my local grocery store has taken a progressive approach with digital signage, I've had the opportunity to observe how shoppers react to the screens at the SCLs. The same rules that apply for in-store media positioned at traditional aisles also apply at the self-checkout lanes.

The Value Of Effective In-Store Media

Your signage content will likely be geared toward lifting impulse buys. I've noticed that retailers are now placing a greater volume of smaller items (i.e. magazines, snacks, DVDs, etc.) near the SCLs. If possible, your screens should display segments that target those items.

For example, if you're selling DVDs, choose a few top-selling movies and show creatives that promote them. If you're trying to lift sales of snacks, create segments which promote the snacks that are located at the SCLs. The key is to keep the content simple and exclude any image or words that take away from your main message. And of course, include a clear call to action.

As I mentioned, shoppers that use self-checkout lanes often have to wait for them. As they wait, they'll have little with which to pass the time; if they're impatient, they'll become frustrated. Your signage screens can distract them and make the time seem to pass more quickly while advertising impulse items.

Like all retail customers, those who use the SCLs are susceptible to promotions if they're given a compelling reason to purchase the items being promoted. A compelling reason may be a simple reminder to grab a particular impulse product on the way out. Digital signage can play a key role in triggering a response at the point of sale, regardless of whether that response takes place at the cashier or the self-checkout lane.