“
Cashiers are once again seeing a future for their profession
”. Corinne Zihlmann, customer relations manager at the Carrefour hypermarket in Chartres, does not have enough positive words to describe the impact of “
blabla checkouts
”. Unlike other supermarket payment areas, these checkouts allow consumers to take their time and even have a chat with the host or hostess in front of them. A concept that goes against the current trend in supermarkets, where we are moving towards more automation and time savings. Although they are not set to become the norm, these slow boxes may be suitable for people who lack social connections.
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If the idea is talking about at the moment, it is actually not completely new.
In the Netherlands, the JUMBO chain has been deploying these "
kletskassa
", literally "talking
boxes
" in its stores for several years.
In France, too, experiments have already taken place: "
we did the first tests three years ago
", explains Stéfen Bompais, director of customer experience for the Carrefour group.
The feedback is rather positive, but the Covid-19 crisis and the various confinements radically change the priorities of the distribution chains and the experience does not go any further.
If the health crisis was for a time the gravedigger of “
blah blah boxes
”, it will paradoxically also be its main driver: “
this period has caused an increase in isolation.
We said to ourselves that it is now that there would be the most need
for it , ”explains Stéfen Bompais.
As a result, the Carrefour chain has decided to put the accelerator and will generalize this practice "
in all hypermarkets
", he adds.
Everyone is benefiting
The first beneficiaries are the customers and in particular isolated people whose exit to the supermarket can be for some “
the only exit of the day
”, points out the director of customer experience. While older people unsurprisingly represent the majority of those interested, there are also younger profiles.
The advantage is twofold: “
on the one hand it helps to recreate social ties and exchanges, on the other hand the customers have less stress from the people waiting behind. Everyone knows that people here are not in a hurry
”, abounds an employee of the U System of the Mountain, where a “
blah blah fund
” has been in place for a year. Moreover, the consumer is not the only one to benefit from it, “
certain hostesses, in particular those who know the regulars, also needed it
”, adds the supermarket.
More generally, the retail sector is seeing an increasing demand from consumers to be in contact with humans, after decades of job cuts and cost reductions.
"
We interviewed our customers and we had many requests to put someone weighing fruits and vegetables, for example
", illustrates Corinne Zihlmann.
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If the feedback is very positive and the practice is becoming widespread, you should not expect 50% of checkouts to become places of gossip, far from it!
"
It's not for everyone
," admits the customer relationship manager.
This is true both for customers, some of whom are in a hurry, and for cashiers, who are not all comfortable with the idea of talking for long minutes with strangers.
“
Participation is voluntary
,” she confirms.
Conclusion: “
one checkout per supermarket seems to be sufficient
”, concludes Stéfen Bompais.
