opinion
Self-service within hospitality and retail can seem radical
and even controversial, but we know that popular
innovations can become mainstream overnight
By Graeme Derby, UK Country Manager, Pyramid Computer GmbH – www.pyramid-computer.com
How long do you spend in the supermarket –
half an hour, 15 minutes or maybe only a few
moments? Today, grocery shopping can feel
effortless, whether it’s in person or online. But
spare a thought for customers decades ago.
2018 marked the 70th anniversary of the
first fully-fledged, self-service supermarket in
the UK. Previously, customers had to queue
for the shopkeeper at the counter, who would
pick items from the shelves upon request. But
it was laborious and time-consuming.
The Co-op in Manor Park, East London,
however, revolutionised shopping in 1948;
suddenly, you could help yourself – you
had choice, control and convenience, and
shoppers loved the experience. Other
companies followed the Co-op’s lead and,
self-service supermarkets quickly took off in
spectacular fashion.
The story within the story
It’s important to highlight why self-service
worked so well for these pioneering retailers
in both the UK and the US. Three factors
stand out:
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Apparently, most customers embraced
self-service as a new freedom –
especially younger shoppers who
liked modern ideas and wanted more
independence.
Impulse buys became a new
phenomenon as customers
encountered thousands of products and
offers, way beyond anything that one
assistant could possibly explain to them
and, sometimes people spent twice as
much as they’d planned.
Some companies recognised that
self-service reduced their costs, which
meant they could lower prices and
become more competitive.
Self-service déjà vu
These early supermarkets provide some
fascinating insights, but there’s more to it
than that. Anyone who’s worked in the kiosks
business today will notice striking parallels.
The way people reacted to supermarket
self-service in the past is similar to what’s
happening now with the introduction of self-
service kiosks in high street stores and quick-
service restaurants:
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Today’s customers also see self-service
as a freedom – even a ‘right’. Self-
service kiosks are about control and
independence where younger consumers
are often first to see the benefits, but the
right technology appeals to everyone.
Impulse buys are a key benefit of kiosks
too. For example, customers in quick-
service restaurants today will typically
spend 15% more when offered extras and
other choices.
Self-service kiosks can help to cut costs
as well as boost revenues. Staff can be
diverted from taking orders to more
value-added tasks.
So how’s it done?
Back in 1948, Co-op’s self-service visionaries
didn’t have a readily-available blueprint to
follow. They had to load up the shelves, open
the doors and find out what would happen
next. Fortunately, their instincts were 100%
correct – they understood their customers.
Today, self-service doesn’t have to be risky.
Kiosk industry experts can work with you to
satisfy your customers’ core needs of greater
choice, control and convenience, but deliver
kiosks that are designed in your own distinct
way. From there, you’ll gain a competitive
edge that your competitors will inevitably be
scrambling to follow. ■
KIOSK solutions 43