# Checkout queues – soon to be a thing of the past?
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2017-06-13
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Maximise European Retail Shopping Experience as Amazon Go Arrives
Meta Description: Stay ahead of the competition by offering in-aisle payments, order-ahead functionalities, and augmented reality experiences. Simplify checkout, increase brand
URL: https://financedigest.com/checkout-queues-soon-to-be-a-thing-of-the-pasthtml

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_André Stoorvogel, Director, Product Marketing – Payments, Rambus_

**_European retailers need to maximize shopping experience as Amazon Go heads to Europe_**

[Amazon](https://www.financedigest.com/amazon-tacks-on-new-buy-with-prime-features-ahead-of-peak-holiday-shopping.html) has been a source of stiff competition for online [retailers](https://www.financedigest.com/42-of-retailers-say-payment-over-time-solutions-are-very-important-to-ensuring-future-digital-innovation.html) around the world of many years. And, with the launch of its Amazon Go concept [store](https://www.financedigest.com/sainsburys-pays-524-million-for-full-ownership-of-store-investment-vehicles.html) in Seattle last year, the online giant brought itself out of the [cloud and into direct competition](https://www.financedigest.com/using-cloud-based-communications-to-gain-a-competitive-edge.html "Using cloud-based communications to gain a competitive edge") with brick and mortar stores.

Its aim is simple – “No lines. No checkout.”

With [Bloomberg reporting](https://www.bloomberg.com/news/articles/2017-05-19/amazon-sets-sights-on-u-k-grocery-with-checkout-free-trademark?utm_content=tech&utm_campaign=socialflow-organic&utm_source=twitter&utm_medium=social&cmpid%3D=socialflow-twitter-tech) that the U.K. has just approved trademarks for [Amazon’s](https://www.financedigest.com/amazon-tacks-on-new-buy-with-prime-features-ahead-of-peak-holiday-shopping.html) next-gen stores, it’s clear Amazon is looking to take a slice of the $800 billion [global grocery market](https://www.financedigest.com/n95-masks-market-rapid-expansion-of-the-life-science-industry-is-anticipated-to-drive-the-global-market.html "N95 Masks Market: Rapid Expansion of the Life Science Industry is Anticipated to Drive the Global Market"), pushing US and European [retailers](https://www.financedigest.com/42-of-retailers-say-payment-over-time-solutions-are-very-important-to-ensuring-future-digital-innovation.html) to keep pace or risk falling behind. But how can they deliver a better buying experience without exploring the bleeding edge world of [artificial intelligence](https://www.financedigest.com/types-of-artificial-intelligence.html "artificial intelligence"), computer vision, and data pulled from multiple sensors like BLE beacons?

**The [future of retail](https://www.financedigest.com/intelligent-delivery-the-future-of-ecommerce-and-retail.html "Intelligent delivery: the future of eCommerce and retail") is here**

It is clear that physical [stores](https://www.financedigest.com/sainsburys-pays-524-million-for-full-ownership-of-store-investment-vehicles.html) are still an [important consumer](https://www.financedigest.com/u-s-inflation-outlook-brightens-as-import-prices-fall-consumer-sentiment-rises.html "U.S. inflation outlook brightens as import prices fall, consumer sentiment rises") channel. A report by Bain & Company even claims that [75% of sales will still occur in a physical location in 2025](https://www.nytimes.com/2017/04/12/fashion/store-of-the-future.html?_r=2). This is fundamentally about experience; carefully choosing something is visceral, even pleasurable. The [challenge is to remove](https://www.financedigest.com/extracorporeal-co2-removal-market-in-depth-analysis-by-trends-opportunities-drivers-challenges-and-growth-factors-by-2026.html "Extracorporeal CO2 Removal Market: In-Depth Analysis by Trends, Opportunities, Drivers, Challenges and Growth Factors by 2026") the pain of queueing and paying. This is where decisions are questioned and spend reduces. Even more importantly, [86% of consumers avoid stores with long queues](http://www.mycustomer.com/community/industry-update/86-of-shoppers-avoid-a-store-with-long-queues-research-reveals).

It is good news, then, that the technology [retailers need](https://www.financedigest.com/why-online-retail-trading-needs-an-overhaul.html "Why online retail trading needs an overhaul") to revolutionize the in-store buying experience through a branded mobile app is now readily available.

Let’s start with streamlining the checkout process. Sure, [Amazon](https://www.financedigest.com/amazon-tacks-on-new-buy-with-prime-features-ahead-of-peak-holiday-shopping.html) Go has the potential to provide a great experience, but [retailers can go a long way](https://www.financedigest.com/the-future-of-retail-and-the-ways-that-retail-has-changed-for-consumers-during-the-pandemic.html "The future of retail and the ways that retail has changed for consumers during the pandemic") towards achieving this through an app that allows in-aisle payments and order-ahead functionality. This removes the need to queue, reducing drop out and increasing margins.

But the benefits [don’t end](https://www.financedigest.com/online-trading-is-like-swimming-dont-jump-in-the-deep-end-without-having-lessons.html "Online trading is like swimming – don’t jump in the deep end without having lessons") there, the best platforms can help merchants to make shopping experiential and increase brand engagement. Adding value is a big part of this. Think about the convenience of a single app that lets you easily pay with a combination of credit, points and coupons with the click of a button. [Augmented reality](https://www.financedigest.com/augmented-reality-ar-virtual-reality-vr-to-dictate-the-growth-of-temporal-implants-market.html "Augmented Reality (AR)/Virtual Reality (VR) to dictate the growth of Temporal Implants Market") can also be used to offer more information on a product in real time, and data can enable hyper-personalized offers and benefits to customers as they enter and shop. Digitizing vouchers, receipts, advertising and plastic store credit, gift and loyalty cards also [simplifies life](https://www.financedigest.com/minimalist-money-simplifying-finances-for-a-stress-free-life.html "Minimalist money: simplifying finances for a stress-free life") for both consumers and [retailers,](https://www.financedigest.com/42-of-retailers-say-payment-over-time-solutions-are-very-important-to-ensuring-future-digital-innovation.html) while reducing overheads.

So, the challenge has been issued. The in-store shopping experience is changing and retailers need to react. Using digital mobile wallets in the right way can [enhance the buying experience](https://www.rambus.com/blogs/what-does-a-seamless-buying-experience-look-like/?utm_source=iseepr&utm_medium=blog&utm_campaign=Amazon%20Go), reduce operational costs and increase revenues, without the associated complexity of other deployments. Consumers are beginning to [expect more from in-store and smart retailers have an opportunity to get ahead](https://www.financedigest.com/ab-foods-says-primark-trading-ahead-of-expectations.html "AB Foods says Primark trading ahead of expectations") of the curve before the digital giants claim the highstreets too.


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