Gamechanger customer advisory service: reality or wishful thinking?

2 min read
August 11, 2022 at 2:12 PM

 "The job at the manned cash register will come to an end!" 

Patrick Kruschinski, Lead Customer Advisor, Snabble

Many employees are frightened by the rapid digital progress in stationary retail. However, this is not the first time that people have feared being replaced by machines. Even at the beginning of industrialization, many were worried about being replaced by the automobile, for example. Of course, professions were lost due to past changes, but it is often forgotten that with change, new professions and also opportunities are always created. For the retail trade, this means adapting to developments with the needs of customers in focus.

Recognize potentials

Scan & Go can be used not only to promote customer-centric orientation, but also to open up previously unconsidered options for action and additional potential for optimizing resources for brick-and-mortar retailers. According to the EHI, the motivation for using digital shopping technologies is not the return on investment, but rather the focus on the wishes of the customer. In combination with the need for self-determination on the part of customers, retailers benefit primarily from a better distribution of the resources used. By eliminating conventional checkout zones, employees can be deployed for other value-adding activities. For example, for improved customer service. The importance of social contact and personal advice in bricks-and-mortar retail is often underestimated and is also a traditional advantage of bricks-and-mortar retail that is used far too rarely.

Utilize resources

Scan & Go technologies should not replace face-to-face contact with customers. Instead, they should be seen as an extension of the capabilities in the ever-growing spectrum of digital shopping technologies that help brick-and-mortar retailers be more productive and at the forefront of the changing shopping landscape. Rather, Scan & Go aims to complement in-store staff:ing and reinvigorate the overall shopping experience. In practice, Scan & Go technology can only work with the support of motivated employees. Employees are usually the first point of contact for customers. It is therefore all the more important that all employees have the same level of technical knowledge and increase customer acceptance with a routine and open approach to Scan & Go technologies. This means that both employees and customers can benefit equally from the use of such digital solutions:

For customers: Up to three times as many SCOs can fit into the space of two conventional checkouts. The space savings mean that more customers can pay for their purchases at the same time and waiting times are reduced. In addition, Scan & Go offers customers a completely contactless and self-determined shopping experience.

For employees and retailers: Employees' working hours are no longer tied solely to the checkout. This means that time resources can be focused on customer service and advice. Employees thus have time to support customers directly on the sales floor, so that the entire shopping process is accelerated and facilitated. In addition, it is now possible for employees to exploit personalized up- and cross-selling potential in a more targeted manner. However, this also requires employees to be present to customers and to approach them proactively. In addition, employees can concentrate on maintaining and presenting the product range during off-peak periods.


The job of the cashier should be replaced by service-oriented touchpoints where customers feel the impact on the overall shopping experience and shopping outcome. In fact, brick-and-mortar retail will always need staff, because it is impossible to delight customers without competent and engaged staff:ers. A well-implemented customer centricity that is deeply and sustainably lived and the use of the appropriate digital solution is therefore the key to success.

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