At Ketner Group, we keep close tabs on what retailers are doing to make the checkout experience as frictionless as possible, such as the expansion of Amazon Go stores and the launch of Macy’s and Target’s scan-and-go apps. So when I heard that H-E-B, our Texas-based local grocery store, was piloting a new scan-and-go app, I knew I had to go try the technology for myself and see what the hype was all about!
When I arrived at H-E-B, I sat in the car to download the app, expecting to easily scan and go, as the technology implies. However, I wasn’t off to a great start. I tried registering and logging in, but I kept getting the same error message over and over again. Finally, I decided to go into the store and ask for help. The store associate didn’t know what was going on, saying that it must be a server issue. I ended up leaving the store, disappointed that I couldn’t try the app out that day.
This was not a good first impression. I learned how important it is for retailers to deliver a seamless app that is easy to download and set up. Or else, it’ll leave customers even more frustrated, going against everything the app was built for. Of course, technical difficulties happen from time to time. But when they do, stores should have trained associates in place to help shoppers who are encountering problems with the app and quickly fix any issues that may occur.
Convenient and Fast
A couple of weeks later, I was in Gruene, a small city in Texas, for a friend’s bachelorette party. Before we went on a hike, we decided to stop by the nearest H-E-B to pick up a few picnic supplies for lunch. Turns out, that store was also piloting the scan-and-go app. I opened up the app and voila, I logged in successfully!
We pick out a few items for the picnic, including apples, salads and sandwiches. I used the app to scan each item’s barcode. To my surprise, the scanner was super fast! I didn’t even need to hold the phone to the barcode steadily before it read the item. Since all the items we bought had barcodes, I was able to easily scan each product and put everything into the cart.
Feeling Like a VIP
Once we were ready to check out, I walked over to H-E-B’s dedicated station for scan-and-go kiosks. All I had to do was scan the barcode on my app and it printed a receipt for me. A store associate came over as I was walking away to verify my receipt and after that, I was able to quickly leave the store.
My friends were amazed that we could skip the checkout line, and it was definitely fun testing out a concept that I often read and write about myself. I’m excited to see this technology play out as more and more shoppers use scan-and-go as their primary checkout option. There’s definitely a few hiccups and challenges that retailers should be prepared for, but I think with the proper technology and training in place, scan-and-go will help remove the primary pain point for customers. Because like we always say, no one likes waiting in long checkout lines!