With the continuous advancement of technology and the rapid development of Internet applications, department store supers have already embarked on the road of transformation and upgrading, and the "checkout revolution" is quietly unfolding. When the reporter visited, I found that some merchants in Beijing had taken the first step and started to “kill†the cash register. For example, the Cuiwei Food Hall in Cuiwei Shopping Mall has a cash register through a self-service cash register, and the convenience store “Convenience Bee†also focuses on mobile phone self-service scanning. However, this is not a real revolution for the cashier. Industry experts say that mobile phones will become a hindrance in the future, not to mention traditional POS machines. Face payment is the real trend.
When talking about new supermarkets and hypermarkets, the checkout counters are their standard. However, the reporter recently found that many supermarkets in Beijing have quietly launched self-service cashier services.
When talking about Shangchao, the big store, the checkout counter is their standard. After the cashier in uniform stands at the checkout counter, it will settle the payment in a profitable manner, and then will hand you a shopping receipt. The experience is presumably most people are used to it. However, the reporter recently found that many supermarkets in Beijing have quietly launched self-service cashier services.
Unstoppable cashier
With the continuous advancement of technology and the rapid development of the Internet, department store supers have already embarked on the road of transformation and upgrading. The strengthening of scenes and experience has made the stores more and more “fashionableâ€. But no matter how modern the store is, there is one thing that always exists, and that is the checkout counter.
For a long time, the cashier has always been the pain point of physical retail transformation. I believe that most people have long queues in supermarkets and shopping malls waiting for checkout. However, no matter how the store improves the customer experience and saves the cost of the enterprise, the cashier is “holding†in its own position and it is difficult to shake. Even in many management consulting organizations, how to help retail companies to properly arrange cashiers according to changes in passenger traffic is still a very popular consulting business.
Of course, no one is “starting†at the checkout counter. It is reported that RFID technology, that is, radio frequency identification technology is now a lot of equipment manufacturers want to use in the retail industry settlement. The technology uses the radio frequency signal to automatically identify the target object and obtain relevant data, can identify high-speed moving objects and can simultaneously identify multiple electronic tags, and the operation is quick and convenient. If the product with the RFID electronic tag is placed in the shopping cart, automatic identification can be achieved without human effort. It is understood that RFID technology has been widely used in libraries, access control systems, food safety traceability and other fields.
Recently, a large convenience store chain in Japan, Rosen Group and Matsushita Electric Co., Ltd., located at a Rosen store in Matsushita, Osaka, Japan, disclosed the entire process of verification testing of fully automatic self-service cash registers to the media. In the test of the day, the customer put the product with the RF tag in advance into the special shopping basket. After completing the purchase of the product, the customer went to the cashier to put the shopping basket on the checkout counter. The cash register completes the checkout in a few seconds by reading the information in the RF tag and displays the payable amount on the display. The payment is also self-service, the customer puts the banknotes into the cash register, and the system can automatically change the value. The cash register also supports credit card payments and loyalty card payments. At the same time, the bottom of the shopping basket opens automatically, and the goods inside are dropped into the shopping bag below, which makes it easy to complete the bag.
However, some insiders believe that RFID technology is difficult to promote in the retail industry. First of all, the technology must require all products to be labeled with electronic tags. Whether it is the cost, volume or the manpower required for labeling, it is difficult to achieve the overall cost-saving effect of reconfiguring the cashier. In addition, the best RFID readers are still not very accurate when reading multiple radio frequency tags entering the range at the same time. They are also very susceptible to interference. There are a certain probability of misreading, missing reading and repeated reading. Take advantage of the cashiering process in the retail industry.
"kill" the cash register
Since the beginning of this year, despite the continuous improvement of technology, POS machines have been constantly upgraded. The reporter also found that many supermarkets are trying to use the self-service cash register system. However, at present, the checkout counter still exists, and the cashier still exists. I have not seen one. The store completely canceled the cashier.
Although the cashier seems to be difficult to be “incitedâ€, Yang Dehong, the chairman of Hangzhou Miya Information Technology Co., Ltd. still insists that the important part of the cashier’s cash register (pos machine) will eventually be “killedâ€. “This is a total Trend," he said.
Yang Dehong believes that POS machines are divided into six parts: main unit, main display, customer display, scanner, small ticket (printer) and cash box. The English language of the POS machine is Point of Sales, which is literally translated into a point of sale. It is called the point-of-sale information management system. It has nothing to do with cash. It is mainly used for inventory management. In the 1970s, POS machines were introduced to China and have been in existence for more than 30 years. Yang Dehong said that until today, the POS machine is actually not very useful, and the future will definitely disappear.
In general, when customers check out at the time of shopping, the few tickets they get are actually few people to watch, and no one wants to keep it unless it is for return. Most people will throw it away directly, and the role of the ticket to the customer has approached zero. But with only the shopping receipts, the industry behind it may involve more than 100,000 people around the world, including the production of printers, paper rolls, ribbons and other accessories. With the development of modern technology, the first thing that will be "killed" is the small ticket (printer). "If you remove the small ticket, it will be of great help in reducing environmental pollution and liberating the labor force," said Yang Dehong.
Now, with the continuous improvement of mobile phone functions and the development of mobile payment methods such as WeChat and Alipay, the part of the cash register and the cash box in the cash register has gradually lost its effect. In the younger generation, many people only carry a small amount of cash in their wallets, and the function of displaying the amount of payables to customers is also replaced by the electronic bill of the mobile payment APP. "The mobile phone can do everything that the cash register can do." Yang Dehong said. He believes that without the cashier, not only can save manpower, but also save equipment costs.
But the revolution at the checkout counter is not a simple matter. In Yang Dehong's view, the biggest resistance comes from POS manufacturers and software vendors in order to “kill†the cashier. Their attitude towards innovation and change is not very positive. "Because there is still demand for traditional POS machines, if the POS machines are eliminated, where are the outlets of these manufacturers and software vendors? Not all of them can be transformed and upgraded successfully."
The China Business Daily reporter found that some of Beijing's Shangchao already have self-service cashier services. For example, Yonghui Bravo Changyi Tianjie Store can use the self-service shopping function after handling the VIP membership card and recharging 1000 yuan. The customer swipes the card at the entrance to the supermarket and picks up a hand-held self-service scanner. During the shopping process, the purchased product instantly scans the product barcode with the handheld self-service scanner to confirm the successful scanning. After the shopping is finished, the self-checkout machine at the exit is checked out, and then the handheld self-service scanner is returned. Cuiwei Food Hall in Cuiwei Shopping Center has three self-service cash registers, but only two can be used. According to the experience of the China Business Daily reporter, the self-service cash register scan code is smooth, and you can use WeChat or Alipay to make mobile payment, and the operation is more convenient. The convenience store "Convenience Bee" newly opened in Zhongguancun District of Beijing is also the main self-service scan code. After downloading the app in the store, the customer can use the mobile APP to scan the code and then directly checkout, but the app only supports self-checkout of goods under 9 pieces. More than 9 pieces also need to go to the manual cashier.
However, Yang Dehong is not very optimistic about the self-service cash register system that many commercial supermarkets are currently trying out. "The most important thing is that we are not the same as the consumer culture in Europe and America. The acceptance of domestic consumers in the self-service cash register is not very high." At Cuiwei Food Hall, the reporter found that most customers prefer to choose artificial channels. Checkout, especially for middle-aged and elderly customers, is rarely seen by self-service checkout counters. Some customers told reporters that they felt that the self-service cashier was too "high" and worried that they would break the machine or have problems with the cash register. "There are still people who are more insured." However, this may also be because there are fewer young people who go shopping there on weekdays. Some staff members told the China Business Daily that the frequency of self-service checkouts is “okayâ€.
No future of the cashier
Speaking of the cashier revolution, you have to mention Amazon Go, which caused a sensation in the industry at the end of last year.
At the end of 2016, Amazon launched Amazon Go, the first smart entity grocery store. There is no cash register or checkout staff in the supermarket. Instead, the APP records which items the consumer buys and pays through the APP. The product contains 4,000 items. The first floor mainly sells products that consumers like to pick by hand, such as fresh food such as fruits, eggs, meat and cheese, as well as some small-volume products. On the second floor, robots are used to package other goods. It is delivered to the consumer on the first floor by conveyor belt. Through sensors, machine learning and other technologies, consumers can go out of the store directly after purchase, no need to queue up.
Once launched, Amazon Go is seen as a “revolutionary†retail store, with a variety of “black technologies†emerging. First of all, the grocery store is filled with cameras and microphones. When the customer scans the code into the grocery store, the monitoring system will recognize who you are and “track†all the way; when the customer is standing in front of the shelf and preparing to shop, The camera system on the shelf will be activated, which will capture what the customer took and what was in the hand when leaving the shelf. At the same time, with his experience with Alexa Smart Assistant, microphones throughout the grocery store also play an important role. Through the sounds collected by the microphone, the system can know where the customer is and what their actions are. At the same time, the system can also know the customer's behavior in the store by receiving the time difference of the audio from each microphone. In the future, Amazon can analyze the data to derive user preferences and make corresponding cargo location and inventory adjustments.
It is reported that a domestic technology company has also proposed a similar smart store management system, through the camera for face recognition, and tracking customer shopping behavior based on network signals. However, the company's staff also admitted that only some of the modules in this system are actually used in some stores, and the overall system has not yet landed.
Yang Dehong pointed out that the emergence of Amazon Go is a huge threat and challenge to traditional retail. “Although it is still difficult to promote, the cost of operating its stores is too high for outsiders to know, but it is important that it breaks the concept of traditional retail.†Yang Dehong said, “As a pioneer, when everyone is in the future When you're doing a similar store, Amazon's starting point is already much higher."
Yang Dehong believes that the progress of the cashier revolution will be very fast, and this process will not last as long as the implementation of credit cards in the past ten years. "Now is the era of two generations of consumers alternating. Young people are more accustomed to the online shopping model, and they are more willing to try new things. Their ability to accept is much stronger than the previous generation." He said that in the future, mobile phones will become obstacles, not to mention. Say the traditional POS machine, "face payment is the trend."
It is understood that Alipay has already launched a "brush face payment". Chen Jidong, the person in charge of ant gold clothing bio-recognition, said that Alipay’s “brushing face†and other functions are more likely to use the online Alipay account to log in, and Ant Financial also uses online payment scenarios to conduct face-based application exploration. “But due to the line The next is a more complicated scene, so it is mainly online now.†However, at the 2016 Yunqi Conference, the Ant Golden Pavilion opened a “future cafe†where guests can pay by brushing their faces against the camera. . It is reported that "brush face payment" is expected to land the real scene soon. (Reporter Qian Longnan text / map)
Cashier revolution sample
â— At the Yonghui Bravo Changchun Tianjie store, customers swipe their cards at the entrance of the supermarket and take a hand-held self-service scanner. During the shopping process, the product barcode is scanned by the handheld self-service scanner to confirm that the scan is successful and the purchased product is scanned instantly. After the shopping is over, check out at the self-checkout machine at the exit, and then return the handheld self-service scanner.
â— Cuiwei Food Hall of Cuiwei Shopping Center has three self-service cash registers, which can be used for mobile payment by WeChat or Alipay, and the operation is also convenient.
â— Convenience store "Convenience Bee" is also the main self-service scan code. After the customer downloads the app in the store, they can use the APP scan code to directly checkout.
â—The large convenience store chain in Japan, Rosen Group and Matsushita Electric Co., Ltd., launched a fully automatic self-service cash register in Osaka, Japan.
â— Smart entity grocery store Amazon Go, there is no cash register and checkout staff in the supermarket, but through the APP to record which items the consumer buys and pays.
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