Revolutionizing Retail: Self-Checkouts Coming to Fitting Rooms
In this Fast Five Short sponsored by the A&M Consumer and Retail Group, Avalara, Mirakl, Ownit AI, and Ocampo Capital Chris Walton and Anne Mezzenga discuss how Marks and Spencer is pioneering the introduction of self checkouts in fitting rooms across its clothing stores, aiming to enhance the shopping experience by reducing the need for customers to queue multiple times. This initiative is set to roll out in about 100 stores by early 2028, with each changing room area expected to feature at least one self checkout. The strategy also addresses concerns about shoplifting by having staff oversee the changing rooms, ensuring customers don't leave without paying. The discussion delves into the potential challenges and innovations that come with this model, including the handling of security tags and the integration of RFID technology. As the retail landscape evolves, this move could inspire other apparel retailers to explore similar solutions, ultimately transforming the fitting room experience for consumers.
Marks and Spencer's initiative to install self checkouts in fitting rooms represents a transformative approach to modern retailing, aiming to enhance both customer convenience and operational efficiency. This strategic move is not just about technological innovation; it reflects a deeper understanding of consumer behavior and the growing demand for streamlined shopping experiences. Anne outlines the specifics of the rollout, which includes the introduction of checkouts in 180 clothing stores, with the intent to roll out to 100 locations by 2028. This timeline, however, raises eyebrows as Chris questions whether such a long lead time indicates a lack of readiness for the challenges that lie ahead, including the complexities of handling security measures like tag removal and payment processing within fitting rooms.
The conversation dives into the broader implications of this technology, particularly in relation to theft prevention and the overall shopping experience. Chris highlights the potential advantages of using RFID technology to monitor inventory movement more effectively, suggesting that controlled entry points could significantly reduce instances of shoplifting. The discussion also touches on the evolving role of store associates in this new checkout paradigm, emphasizing the importance of having staff present to facilitate transactions and ensure customer satisfaction. As Anne shares insights from their experiences with similar technologies in other retail environments, it becomes clear that while challenges remain, the potential benefits of self checkouts could ultimately lead to a more efficient and enjoyable shopping experience for consumers.
As the conversation comes to a close, the hosts express excitement about the future of shopping technology and the potential for further innovations that can enhance the consumer experience. They acknowledge that while Marks and Spencer's approach is a significant step forward, the retail industry as a whole must embrace experimentation and adaptability to remain relevant in a rapidly changing landscape. This episode serves as a thought-provoking exploration of the intersection between technology and retail, providing valuable insights into the future of shopping.
Takeaways:
Marks and Spencer is implementing self checkouts in fitting rooms to streamline the shopping experience.
The self checkout initiative is planned for around 100 stores by early 2028, indicating a slow rollout.
The addition of fitting room self checkouts aims to reduce queue times and enhance customer convenience.
Marks and Spencer will have staff present to monitor transactions and prevent theft during this process.
Concerns remain about handling security tags and bagging with the new self checkout system.
The incorporation of RFID technology could revolutionize the fitting room experience and improve theft prevention.
Companies mentioned in this episode:
Marks and Spencer
Zara
Uniqlo
H&M
Gray Orange
For the full episode head here: https://youtu.be/xJqW3cfOfRM
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Transcript
Marks and Spencer is adding self checkouts in the dressing rooms.
Speaker A:According to Chain Storage, the British apparel and food giant is adding self checkouts to fitting rooms in its 180 clothing stores.
Speaker A:The move is to prevent shoppers from having to get in line twice during the shopping experience.
Speaker A: stores by early: Speaker A:The initial plan is to add one of the checkouts per changing room area, with a number to increase depending on consumer demand.
Speaker A:To protect against shoplifting.
Speaker A:The stores would have staff quote, hosting, end quote, the changing room areas to make sure customers did not leave without paying.
Speaker A:Chris, do you think we're going to see other apparel retail retailers follow Marks and Spencer's lead in trying self checkout in the fitting rooms?
Speaker B:Ooh, that's, that's also a good question.
Speaker B:I think, sadly no, but I'd say that I think they should.
Speaker A:Right.
Speaker B:There's a tell for me, there's a tell for me that, that Marks and Spencer's doesn't have this all figured out yet.
Speaker B:And it's the 20, what is it?
Speaker B: ,: Speaker B:So that's kind of nuts.
Speaker B:And, and the idea in general an raises so many questions, like how do you take off the security tags?
Speaker B:How do you handle bagging?
Speaker B:But if we step beyond all of those, like, what do you have to figure out things and think about the possible, particularly in a world with RFID and overhead sensors.
Speaker B:I wonder if this setup doesn't actually help to thwart theft more in the long run because you can better monitor the garments going in and out of the fitting room.
Speaker B:And you have controlled exit and entry points that can be monitored by a single sales associate.
Speaker B:And then of course, you don't have the double queuing either.
Speaker B:So, so as an idea, I, I love where, I love that they're doing this and I think we're going to see more experimentation of how ultimately it should work best in a fashionable apparel, fashion, apparel setting.
Speaker B:That's my take.
Speaker A:Yeah, I mean we did the, the like security tag removal and bagging at the Zara in Madrid.
Speaker A:And I think that it can be done and especially if you have an associate there.
Speaker A:I mean, Uniqlo is doing this too, where you have to remove tags for their RFID based checkout.
Speaker A:I mean it can be done and.
Speaker B:With rfid you don't even really need the security tags anymore.
Speaker A:True.
Speaker B:That's the other point of this, right?
Speaker A:Yes, yes.
Speaker A:And you know, in talking with rfid, we just, you know, we tested this out, you know, in H and M when we were in New York.
Speaker A:And being able to like, order.
Speaker A:That's something that they're working on too at H M is how the.
Speaker A:How they can have transactions happen from the fitting room and you just walk out.
Speaker A:Because that is still the biggest frustration in all these apparel stores that have invested so much money in technology.
Speaker A:You still end up sitting in a line and it's one of the most frustrating experiences alive.
Speaker A: more stores more quickly than: Speaker A:And I just give a shout out to.
Speaker A:We just interviewed Troy Cywick from Gray Orange, who talks about G store and how stores like H and M have used the.
Speaker A:Some of the RFID overhead arrays like you were talking about, Chris, to help enable this kind of stuff in stores.
Speaker A:I think we can get there, but that's a great podcast to just learn more about the how of it.
Speaker A:And then finally, we're going to be going out to Lumen Field in a few weeks to shoot the Just Walk out technology with apparel in.
Speaker A:In Seattle.
Speaker A:And I'm really excited to see how that plays out as well, because I think that hits on this, this theft issue of, you know, if there's a controlled entry and exit and then you can just walk out with that stuff.
Speaker A:I think that's another way that we could start to see some of this apparel shopping experience changing for consumers for.
Speaker B:The better, which is all done with rfid too.
Speaker B:That's why this story is so important to pay attention to.
