Checkpoint finds out what’s in store for future shoppers

Long queues at checkouts, goods constantly out of stock and bulky security tags are just three of the major irritants for shoppers. The Future of shopping in Europe study, carried out by Maastricht University on behalf of Checkpoint systems, reviewed consumer opinion in nine countries across Europe.

The study found that greater self-service was a high priority and that most shoppers want technology that eliminates queuing and allows for faster checkouts. The researchers also found an almost universal dislike for the bulky plastic tag attached mainly to garments.

‘Almost half of the European consumers commented that hard tags were irritating when trying on clothes,’ said Martjin Rijnbende and thijs Hamelinck in the conclusion f the study. ‘In addition, 40 per cent believe that hard tags damage the clothes, while 36 per cent say that the item looks more attractive without this kind of security. Furthermore, more than one third thinks that detachment of the tags slows down the checkout process, while 16 per cent say that they would probably buy more if they did not have them on.’

More than 50 per cent said that the greater use of technology will liberate their retail experience, especially breakthroughs in RFID and the future store concept of being able to scan all items while still in the shopping cart.

Neil Matthews, managing director of Checkpoint in the UK says: ‘The findings are very interesting and should ring real alarm bells with fashion retailers who want to maintain customer loyalty and generate greater sales. The findings reflect our own anecdotal evidence, particularly when it comes to hard tags on clothing which are applied at the back of the store by staff who would be better employed on the shop floor, policing the aisles and helping customers.’