Shoppers using the Personal Shopping Assistant buy more

Thursday 27 November 2003 10:06 CET | News

Six months after opening the Extra Future Store, Metro Group has published the results of a customer questionnaire conducted by Boston Consulting Group. The study shows that customers making active use of information technology for help and assistance when shopping have higher levels of satisfaction and buy more.

The average shopping tally rung up by users of the Personal Shopping Assistants (PSA), which Wincor Nixdorf (a Gold Partner in the Metro Future Store Initiative) installed in the Extra Future Store, is well above average. The detailed analysis demonstrates that as many as 24 per cent of customers have used the Personal Shopping Assistant ? a portable computer fixed to the shopping cart, accompanying the customer through the Extra Future Store. The equivalent figure for the kiosk systems is actually 48 per cent. The average till receipt of PSA users is well above the customer average: whereas the average checkout volume comprises 9.7 items at a value of 18 euros, PSA users ring up 13.6 items, paying 30.80 euros. The analysis work carried out by Multichannel Retail Ltd (MCRL), Wincor Nixdorfs software partner on the project, show that use of the PSA increases dramatically on the busy shopping days Friday and Saturday. Over 80% of PSA users think there are benefits to be had from using this system, and a whole 36% regard the benefits as very high. The equivalent rating for the kiosk system are even marginally better than these. Customers rated the following benefits of the PSA highest: - Running total value and pricing information. Customers are kept up to speed throughout with their shopping progress. - Fast, easy checkout procedure. The PSA has already scanned in the items during the shopping process, leaving only the total value to be transferred to the checkout system. - Direction-finding and search facility. The PSA can be used as a route-finder, with customers asking where what items can be found. This function is used particularly by impulse buyers and new customers. - Special offer displays. The PSA draws the customer?s attention pro-actively to special offers. - Payback points. The PSA is regarded as an effective tool in handling customer loyalty schemes. Turning to the kiosk systems ? Wincor Nixdorf installed its Certos ? customers praise the direction-finding and product search facilities on offer as well as the opportunity to look up prices. Recipes were requested especially often. The high frequency of use shows that kiosk systems have become established in retail environments and now enjoy very broad acceptance. As well as the positive feedback on usage and acceptance of new technologies, the Boston Consulting Group study also supplies ideas for improvement. Above all, customers want to see an improvement in the functionality and user-friendliness of the equipment on hand, for example an easier scanning-in process on the Personal Shopping Assistants and extra functions on the Info-terminals.

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Categories: Payments & Commerce | Payments General
Countries: World
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Payments & Commerce