Evaluate Mobile Self-Checkout Behaviors

A retailer implemented new checkout-free technology in their store and partnered with W5 to test its impact and adoption among shoppers. A primary goal was to evaluate the appeal of the technology and perceptions of its features and benefits.

Approach

W5 conducted in-store intercepts and pre-recruited Shop-Alongs to gather real-time feedback from retail shoppers. Intercepts captured spontaneous reactions, usage barriers, and inefficiencies during the checkout process, while Shop-Alongs with store loyalists provided deeper insights into the technology’s design, signage, and overall experience. W5 ethnographers observed both planned and impromptu interactions to evaluate the effectiveness of the technology’s implementation.

Results

The research identified key drivers and barriers for adopting the mobile-self checkout technology and its overall performance within the retail space. Findings highlighted opportunities for improving the technology’s design, interface, and security as well as opportunities to improve efficiency and accuracy. W5 also developed a roadmap for promoting the new process in-store, that improved perception among shoppers and bolstered the technology’s promise of a smoother, faster checkout system.