# Mobile scan-and-go: From cashier to concierge
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2018-06-12
Category: TECHNOLOGY
Category URL: https://financedigest.com/category/technology
Meta Title: Enhanced In-Store Retail Experiences: Maximising Consumer
Meta Description: Discover how brick-and-mortar retailers are revitalising in-store experiences through human interaction, personalised service, and digital innovation.
URL: https://financedigest.com/mobile-scan-and-go-from-cashier-to-conciergehtml

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**Julian Wallis,** Retail Director at Rambus

With robotics and artificial intelligence (AI) technology advancing, many industries are now addressing the opportunities and challenges presented by increased automation.

> Retail is no different. In particular, the emergence of checkout-free retail has excited consumers tired of waiting in line, but also raised [legitimate questions](https://slate.com/business/2018/01/will-amazon-go-eliminate-cashier-jobs.html) about the long-term future of the store associate.

The [growing demand](https://www.financedigest.com/wi-fi-semiconductor-chipset-market-gain-impetus-due-to-the-growing-demand-over-2015-2025.html "Wi-Fi Semiconductor Chipset Market Gain Impetus due to the Growing Demand over 2015-2025") for enhanced in-store retail experiences, however, means that the store associate will arguably become more important than ever before…

**The [rise of experiential retail](https://www.financedigest.com/uk-retail-sales-rise-by-0-8-in-october-ons.html "UK retail sales rise by 0.8% in October: ONS")**

For brick-and-mortar retailers, it is hard (if not impossible) to compete purely on price and convenience with the ecommerce giants.

The [rise of the experience economy](https://www.financedigest.com/imfs-georgieva-sees-darkening-outlook-for-global-economy-rising-recession-risks.html "IMF’s Georgieva sees ‘darkening’ outlook for global economy, rising recession risks"), however, presents an opportunity to get ahead. Younger consumers are increasingly motivated by [experiences and services](https://www.financedigest.com/financial-services-is-upping-its-customer-experience-game.html "Financial services is upping its customer experience game"), rather than just products.

Consequently, physical retailers are doubling-down on promoting an enhanced in-store offer to differentiate themselves from the competition. UK retail giant [John Lewis](http://www.bbc.co.uk/news/business-43463896), for example, has moved to introduce fashion style demonstrations, cookery classes and beauty treatments in-store.

**The human touch**

But as brick-and-mortar retailers look for new ways to stay relevant, it should not be forgotten that many [consumers see store](https://www.financedigest.com/from-in-store-to-online-how-the-pandemic-affected-consumer-behaviour.html "From in Store to Online: How the Pandemic affected Consumer Behaviour") associates as the key to overall experience, and the main differentiator between in-store and online.

25% of women and almost 40% of men listed the ability to speak to a store assistant as a [top-three reason](https://www.retailsector.co.uk/3044-3-ways-retailers-can-achieve-better-customer-experience/) for shopping in physical stores. [Surveys show](https://www.inmoment.com/press/study-consumers-still-value-the-in-store-experience-and-staff-interaction/) that a positive experience with an associate increases consumer satisfaction by an average of 33% across all industries. Similarly, 54% of [consumers value staff who are knowledgeable about products](https://www.financedigest.com/bagasse-tableware-products-market-will-top-us-3-75-bn-by-2031-as-consumers-proclivity-for-eco-friendly-and-single-use-product-purchase-grows.html "Bagasse Tableware Products Market will top US$ 3.75 Bn by 2031 as Consumers’ Proclivity for Eco-Friendly and Single-Use Product Purchase Grows") and services, while 65% appreciate personalized recommendations as they shop.

Consequently, human engagement is proven to build loyalty and promote increased spend. Indeed, customers that are assisted [buy twice as much](http://alerttech.net/fitting-room-analytics/) as those who are not assisted by associates.

**Finding flexibility**

Some retailers have already recognized these benefits and have moved to [introduce concierge-style services](https://www.financedigest.com/amazon-introduces-seller-storage-service-to-tackle-supply-chain-woes.html "Amazon introduces seller storage service to tackle supply chain woes") in-store to build the personal connection between consumer and brand. [US retailer Nordstrom](https://www.forbes.com/sites/walterloeb/2018/04/09/challenges-facing-retail-in-2018-how-nordstrom-and-macys-tackle-these-issues/#7012f42219a1), for example, has introduced a concierge service into every store.

Labor is a significant investment, however, accounting for [43% of operating expenses](https://go.forrester.com/blogs/four-reasons-retailers-need-to-invest-in-people/) for U.S. retailers in 2017. Given the challenging trading conditions [facing many retailers](https://www.financedigest.com/after-christmas-relief-uk-retailers-face-2023-reality-check.html "After Christmas relief UK retailers face 2023 reality check"), significantly increasing headcount to deliver this concierge-style, personalized service is simply not viable.

**Mobile scan-and-go: From cashier to concierge**

Optimizing the use of valuable human resource is therefore crucial, and retailers who invest in the right digital initiatives can find the operational flexibility to deliver the enhanced in-store experience [consumers demand](https://www.financedigest.com/global-emi-shielding-market-significantly-hit-by-lack-of-consumer-demand-scenario-post-covid-19-crisis-likely-to-remain-gloom.html "Global EMI Shielding Market Significantly Hit By Lack Of Consumer Demand; Scenario Post Covid-19 Crisis Likely To Remain Gloom").

For example, [mobile wallets with scan-and-go technology](https://www.rambus.com/blogs/mobile-scan-and-go-shopping-the-future-of-retail-is-now/?utm_source=iseepr&utm_medium=blog) enable consumers to easily scan their items with their smartphone as they shop, and then checkout in-aisle with a simple in-app purchase.

This reduces the requirement for manned checkout, offering the flexibility to [allow staff to be redeployed across](https://www.financedigest.com/total-allowable-catches-tac-and-fishing-quotas-across-the-world-turning-favourable-for-the-global-mackerel-market-sales.html "Total Allowable Catches (TAC) And Fishing Quotas Across The World Turning Favourable For The Global Mackerel Market Sales") other store functions to help improve the overall shopping experience.

And if equipped with a merchant portal, associates can monitor and manage consumers throughout their time in store, providing recommendations based on past purchasing history, answering [product queries or approving age restricted items to create a personalized](https://www.financedigest.com/demand-from-personal-care-and-cosmetic-products-will-boost-vegan-wax-market-sales.html "Demand From Personal Care And Cosmetic Products Will Boost Vegan Wax Market Sales"), seamless shopping experience.

**The future. Right now**

It is apparent that the store associate has an [important role](https://www.financedigest.com/the-importance-of-role-models-and-policy-in-encouraging-more-women-to-pursue-careers-in-the-finance-sector.html "The importance of role models and policy in encouraging more women to pursue careers in the finance sector") to play as we enter a new age of retail. Importantly, [technologies such as mobile](https://www.financedigest.com/adverty-wins-third-us-patent-for-brainimpression-bringing-ad-viewability-technology-to-gaming-on-mobile-tv-screens-and-the-wider-metaverse.html "Adverty wins third US patent for BrainImpression™, bringing ad viewability technology to gaming on mobile, TV screens and the wider metaverse") scan-and-go deployed can support and enhance the role of the store associate to deliver even better experiences for consumers. Right now.

_For a deeper dive on how mobile scan-and-go technology can deliver increased revenues, an enhanced customer experience and optimized operational efficiencies,_ _download the Rambus white paper_ _._


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