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long lines turn off busy shoppers Digimarc

Long checkout lines could send customers to the competition

When shoppers are ready to go, they want to checkout quickly, according to a recent study.

Savvy retailers should keep an eye on their checkout lines.

A recent Forrester Consulting survey, commissioned by technology company Digimarc, found that customers are more likely to shop at stores where they can quickly check out after choosing their purchases: 85 percent of respondents said that checking out is important or very important to their shopping experience.

About one-third of shoppers said they are very satisfied with their checkout experience, and only 23 percent said they were satisfied with the length of checkout lines, the survey reported.

More than half are willing to change stores simply because the checkout experience is better, Forrester Consulting found. Shoppers who are busy with demanding jobs and families simply won’t wait around when they have other options, including internet shopping.  

Among the key findings from the Forrester study:

  •     Line length and checkout experience impact where people shop.
  •     Shoppers say the checkout experience is often unsatisfactory.
  •     Labor limitations underscore need for smart, practical technology solutions.

The full study, as well as a free infographic summarizing the study’s statistics, are available at Digimarc’s website.

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