Improving the customer journey in store is an ongoing priority for retailers, made more pertinent with the current need to avoid bottlenecks and overcrowding, particularly at the checkout.
Technology to the rescue, of course, so long as its paired with quality store layout and vibrant, but clear messaging. Below, a short look into the “Frictionless Customer Experience” transforming the front end of stores in Tesco Ireland, delivered by ALS Global.
The rise of “Scan As You Shop” and “Click & Collect” type services in a Covid world have become more useful than we could have imagined. It provides reassurance to the shopper that they are in control over the amount of interaction they are comfortable with. But for technology to work, it must be accessible.
The redesigned front-end package, rolling out across stores, consists of a new dedicated Scan As You Shop payment area, colored in Tesco’s striking red. Featuring accessible height, card-only checkouts, allowing all customers to pay for their shopping quickly and effortlessly.
In fact, everything to do with Scan As You Shop in-store has received the red makeover, from the multi-sided bank of hand scanners to the low-level wall that gently guides shoppers to the exclusive feeling payment area.
Fully refurbished on site, colour-coded zones are now in place throughout the front end, to help shoppers to navigate to their preferred method of checkout.
“Blue Zones” are for the standard manned checkouts, that allow the customer to complete their purchases in the traditional fashion. The blue wrap and new branding on the checkouts really make them stand out for customers. Complete with overhead signage and social distancing reminders on the floor.
In recent years, anthracite grey has become the in-trend colour for food retailers and their furniture. Unsurprising, with its timeless look that gives any piece of bulky tech a sleek and slimming feel. Its used to great effect on the Self Scans.
It’s all about giving the customer clarity of options, and more importantly, control. Reducing the queues at the checkouts is not only good for the retailer, but for the mental and even physical health of the customers and staff.
Look out for the Frictionless Customer Experience layout in Dundrum, and other stores in Ireland coming soon.