The Self in Self Checkout

One more thing on the grocery list and we’re ready to checkout.  Why did they hide the bread in such a weird location? It doesn’t matter now, all that matters is paying for these groceries and heading home.  Let’s see, that check lane is backed up, that one too, and even express? Can these cashiers go any faster?  Wait a minute, self checkout?  You mean I don’t have to wait on someone, and I don’t have to worry about talking to anyone?  It seems simple enough, it looks welcoming and there is an attendant in case I really mess things up.  I can just do this job myself! This thought of the ease of use and freedom is exactly what Ingles wants to achieve.  The self checkout of Ingles is a place where customers can go to take control of their shopping experience, and for a brief period of time, become the employee.

The "employees" of the self checkout have designed an unofficial code of conduct to ensure a smooth experience.  Although there are no signs to do so, lines for the self checkout have been developed as a need to control who gets to go next.  When a person cuts out of the line, they are met with glares and angry eyes.  I instantly think back to the days of elementary school where children who did not honor the line rule were chastised for not following the teacher.  This as well as previous rules of waiting in line at banks, theme parks, etc make it a common law to uphold, regardless of a written code or not. Those waiting in line are at least several steps away, to allow some privacy for those who are currently "working."  Personally, when I am in the self checkout lane I do not need to see what other people are buying, and likewise, I do not want people over my shoulder inspecting what I picked up.  For some reason, a feeling of self consciousness occurs when in the self checkout.  This may come on from the feeling of complete ownership as you are in charge of getting the groceries as well as scanning and bagging. It may also be brought on from media depictions of health and wellness, and their food choices may not coincide.  Regardless of the reasoning, privacy is appreciated and granted in a "treat others the way you want to be treated" kind of way.  


It is not uncommon to see others let people with smaller purchases in front of them, as a gesture of courtesy and good will.  The gentleman in the picture allowed the pregnant lady in green ahead noticing that she only had a handful of items. Although, sadly, this is not always observed, people with more letting people with less to go first, it is refreshing to see that polite idea is witnessed in a self sustaining checkout. This culture of courtesy and self sustainability is exactly how Ingles and other retail chains would like it to be.   When the consumer turns into the employee as well as the one in charge of customer experience, a code of conduct develops and is upheld by all who use the self checkout.

The attendant, located at the center of the self checkout lanes, acts as an assistant, security, and supervisor to the "employees" of the self checkout lanes.  For the ten or so minutes a person uses the self checkout, the attendant is your direct supervisor, correcting any mistakes you may make and offering any assistance you require.  In case she cannot help you, she has a phone to call for assistance, as well as the manager's office right behind her.  Her screen is connected to all four self check outs, and it is impossible to slip up or perform an infraction as they stand guard.  She can't fire you per se, but you won't be getting out any time soon if you continually slip up or try to put anything past her.  With her station poised at the end of all four check lanes, one cannot simply move past her without paying.  Admittedly she is not the most imposing of characters, but that won't stop her from calling for help or using her phone to get someone who can stop criminals.  

The attendant is readily available to assist you, regardless of how busy the lanes may be. On busier times, two attendants will stand available to help, but as this picture was taken at eight o’ clock on a Thursday, the necessity for multiple attendants was considerably lower.   The necessity is lower still, when you factor in the experience of the attendant.  Peggy, pictured here, has been working at this particular Ingles for eight years, and confidently states she could watch the self checkout while asleep.  She also informed me that the need for multiple attendants is necessary when newer employees move to the self checkout, as a form of training.  She has seen as many as three attendants working the station at one time. Without an attendant, the self checkout would be anarchy.  Theft would happen frequently and many would be discouraged from even using the lanes.  It is reassuring to have a person truly employed at Ingles to help with those who are only working for ten minutes at a time.

An employee will find it difficult to work without the right tools and training.  Luckily, the self checkout register alleviates this difficulty by being user friendly.  Before even beginning to checkout, the self checkout screen invites potential workers over with a huge "WELCOME," right on the screen.  Appreciating diversity, the self checkout may be in English or Spanish, to help those that may have English as a second language.  After starting, the work and training happen simultaneously.  The top right screen has a simulation of what should be happening at that time, be it scanning something or paying for the purchase.  It will even show you, circled on the simulation, where the item or items you have should go. After one time of using the self checkout, it will be pretty obvious that cash will go into the cash slot on the self checkout, but admittedly, my first time at the self checkout was a little confusing.  Instead of looking at the screen, it took me about five minutes to find where the change pops out.  My subsequent times spent in the the self checkout have been quite easier, and less embarrassing, since then.  


Everything about the self checkout is designed to be user friendly.  The buttons on the touch screen are always large and obvious as to what they do.  I assume this is to make them easier to find, as well as to accommodate for the vision impaired.  Even if a person doesn't speak English, they would be able to use the self checkout as the buttons have little pictures on them showing what they do.  One does not need to know how to say broccoli to be able to see that button that looks like the thing in your hand.  Even though the only options for languages are English and Spanish, this is very comforting and helpful to those who do not speak English primarily.  Of course some of these items become problematic when you are trying to figure out the differences between each of the 14 onions and which one you should be paying for, but that is why they have the assistance button.  Push the red "panic switch" on the bottom of the screen and your "supervisor" will head over and help with whatever you may need.  Any employee using the self checkout for the first, or hundredth time will find that the ease of use is always apparent.

The beauty of the self checkout is that the customer is in charge of everything, what they buy, bagging, paying, and even their customer experience.  They get to pick how positive or negative they are in the self checkout. After observing self checkout employees in action, it was apparent that privacy, speed, and getting out were more important than social interaction in the self checkout experience.  Although common courtesy and allowing others ahead was observed, that was roughly the extent of conversations had in the self checkout.  Personally, while I am in a regular lane, I like chatting with employees and talk while they are helping me out.  Not everyone shares my outgoing sentiment, and I have seen, inversely, people who don't even respond when the cashier asks "Paper or plastic?"  Some of the reasoning would be the reliance on more technology for interaction between others.  I know several people who are introverts when out in public, but behind a computer, they become the life of the party.  It is almost a mentality of "I'll talk to you when we are officially Facebook friends, and not a moment before!"  This lack of wanting social interaction will drive these people over from the regular check lanes to the self checkout. Another reason that some people head to the self checkout is the belief that it is faster.  Some customers have the idea that they can clearly do the job faster and better, and for that reason they take charge and head to the self checkout.  Their speed will decrease if they stop and chat with others.  They prioritize on time management versus interaction, which cannot be faulted.  Lastly, some people just want to get out and be on their way.  The regular check lanes were full of people, and why wait when the self checkout is clear of people?  I asked Charlie, pictured above, if there was any reasoning as to why he went to self checkout, and he responded "It was open and I had a long day." With a response like that, I can fully understand why social interaction is lower on the priority list for many people in the self checkout lane.


 Alright, it's time to go to work.  After patiently waiting behind the lady with what seemed to be 300 items and staring at the rotisserie chicken table, it's time to clock in.  Armed with the a user friendly register, as well as a helpful supervisor, it's nearly impossible to lose in the self checkout lane.  Although you may not make lifelong friends in the self checkout lane, you will get to take the entire customer experience into your own hands.  After a few times working at the self checkout, you may even wonder where your paycheck is, and if the attendant will be a reference.  With the receipt printed, time to clock out and head home.  Great job at work today, and thanks for shopping at Ingles.