When discussing the checkout process in retail, most customers and employees first think about point-of-sale technology. It’s easy to equate the checkout experience with the tool being used to complete the transaction, and for customers, that purchase is often the reason for their trip to the store.
But as retailers have grown their presence across channels, customers — with smartphones in hand and a seemingly endless pool of buying options — have come to expect more from the checkout process. That means it’s more critical than ever for organizations to meet the moment.
“People don’t want to wait in line anymore. They just don’t,” says Wali Azim, CDW’s district sales manager for the Pacific Northwest. “And today, they don’t usually need to go into the store as often; they can buy online and go pick it up when they want.”
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