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Front End of the Future

December 2024

Crafting an experience and inspiring an impulse purchase.

FRONT-END REVIVAL

In today's rapidly evolving landscape, assessing and updating  your store has become more crucial than ever. The front end is a top factor influencing a shoppers' in-store experience, and a well-designed space can reduce any potential pain points and elevate the experience. The main challenge lies in the approach—how do you take steps towards updating your store?

NOW 
Easy steps that can be taken now to improve the front end, like changing the assortment to maximize sales and working with the current fixtures.

NEW 
Planning for bigger changes to the front—improving efficiency by placing shelves in better layouts for queuing, maximizing coolers, adding more impulse products, etc.

NEXT 
Consider a complete redesign to the entire front end to create a different experience for the shopper. This could potentially mean building new checkouts, incorporating new technology, and merchandising for seasonal assortments or store centric displays.

the right balance in checkout lanes

Finding the right balance benefits both retailers and shoppers. Over half of retailers in the grocery channel have already adopted self-checkout for years, with most reporting benefits after implementing to both shoppers and their stores.

However, with 47% of shoppers concerned that tech is replacing human employees, it’s crucial to find a balance between tech and the traditional checkout experience.¹

Infographic displaying: The introduction of self checkout has… ▪ Enhanced store layout and space utilization (75%) ▪ Improved operational efficiencies (51%) ▪ Reported lower labor costs (58%) ▪ Reported better customer experiences (79%) •

what does the future look like?

Using data, planning ahead for success at the front of the store is easier than it looks.

Studies show that shoppers want a quick and convenient shopping experience, with 67% of large store shopping trips being 20 minutes or less—down a full minute since 2019³.

Additionally, 47% of shoppers prefer self-checkout, which is 3% more than in August.⁴ The preference for more self-checkouts is highest among young shoppers, with the top reasons for the preference being privacy, speed, and shorter lines.

However, a study by ScienceDirect also found that shoppers who used the traditional checkout were more likely to return to the store. Some top preferences for traditional checkouts are because shoppers prefer to speak to a person.⁵

Two charts supporting the data from the paragraph beside it. The top bar chart shows What Shoppers Reach for at the Checkout (NARTD Beverages Percent of Trips by Checkout Types): Sparkling Soft Drinks (33% self-checkout, 26% traditional checkout), Energy (19% self-checkout, 15% traditional checkout), RTD Coffee (16% self-checkout, 19% traditional checkout), Sports Drinks (12% self-checkout, 11% traditional checkout). The bottom chart illustrates the Preference for Self-Checkout by Age Range: 55% of consumers ages 18-29, 51% of consumers ages 30-44, 40% of consumers ages 45-60, and 26% of consumers ages 60 and older prefer self-checkout. •

Top impulse driving category at the front

In a large store setting, beverages are purchased near checkout 1.8x more than other impulse categories. While most beverages are taken from the beverage aisle, 14% of beverage transactions are from checkout coolers.⁷

A diagram illustrating the layout of a large store environment to highlight where beverages are being purchased within the store: 39% at Cold Vault, 59% In-Aisle, 14% at Checkout, and 14% at Displays. A chart to the right of the store illustration shows the Share of Sales at Checkout: 33% beverages, 22% candy, 17% snacks, and 16% gum/mints.

Applying future tech

How are coolers operating and can they be improved? Currently in testing, the use of cameras in coolers* has had a significant impact. The cameras:

use predictive maintenance signals to alert when maintenance is required on the cooler.
show product availability and can provide  out-of-stock alerts.
can help with compliance to maximize sales.

Using the images collected, the camera will upload the data to the cloud and build a scorecard to create recommended changes to the cooler planogram.

Utilizing technology can create a better experience for the shopper and easier functionality for the store.

*The camera will only capture the products in cooler/product movement. The camera does not capture any consumer images. Currently in test at Target, Dallas by Coca‑Cola Southwest Beverages.

Regular evaluation and updates to your store ensure that you stay competitive, relevant, and aligned with the changing needs of shoppers.

Source: 1) Progressive Grocer, Tech Trends, 2024. 2) Ncroyix.com, Survey: Self-Checkout Adoption Among Retailers On the Rise 3) iSHOP, Large Store, 12 m/e June 2024 4) iSHOP 12MMT March 24. 5) Sciencedirect.com, Understanding the influence of self versus regular checkout on customer loyalty 6) eMarketer Progressive Grocer survey August 2023. 7) iSHOP Tracker I Large Store I NARTD Purchase 12M June 2024. Note: Each Beverage can be picked up from multiple locations in the store, values may add to more than 100%

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