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沃尔玛决定关闭无人收银结账应用Scan & Go

近日,沃尔玛宣布正式关闭其“Scan & Go”计划。

据了解,目前该计划已经推广到了沃尔玛全美100多家门店。用户只需使用这款app就能扫描想要购买的商品,然后直接在app上进行支付,免去了排队付款的麻烦。然而,之后的统计却显示,消费者对于这个app似乎并不买账。

近一段时间以来,各大零售商都在积极进行此类“移动化无人收银服务”的测试。比如Kroger就推出了自己的无收银结账程序,名为“Scan,Bag and Go”,而Meijer也开发了“Shop&Scan”程序。这两种仍然在商店中可用的程序与沃尔玛的产品类似,但它们要求客户在自助结账通道而不是应用程序中为扫描物品付款。

有关人士认为,这些程序为了提高结账的速度和便利度,反而将部分购物劳动转移到了消费者身上,消费体验可能因此不升反降。

而这些零售巨头之所以会采取类似的举措,主要是受到了来自亚马逊无人购物商店Amazon Go的潜在威胁。 Amazon Go商店中使用的技术能够轻松跟踪购物者,使他们无需进行任何形式的实物结账或扫描过程即可走出,因为这些位置的尺寸与便利店相似。这为杂货店试图复制的消费者创造了一种简单的购物体验。

然而,Amazon Go技术目前无法跟踪杂货店里的人,因为它们的面积要大得多,这就是为什么像沃尔玛这样的零售商一直在设计他们自己的程序来提供类似的便利程度的原因。尽管Scan&Go的结束意味着这些无收银模式可能并不具有预想的那种无缝衔接购物的体验,所以在这家电子商务巨头想出应对举措之前,各大零售商最好先行另寻出路。

Walmart has officially decided to end its "Scan & Go" program, Business Insider reports. The program was Walmart's take on cashierless checkout; it allowed customers to scan their items with a smartphone app and then skip the checkout line by paying their bill on the app and showing their digital receipt to a store greeter on the way out.

Although a recent expansion of the program to 100 stores suggested that Walmart felt the program warranted further testing, the results of the test indicated that Scan & Go was widely unused by customers, a Walmart spokesman told Business Insider.

Scan & Go was one of several attempts by grocers to perfect cashierless checkout.While Walmart worked on expanding Scan & Go, Kroger pushed its own cashierless checkout program, dubbed "Scan, Bag, and Go," and Meijer worked on its "Shop & Scan" program. Both of these programs, which are still available in stores, are similar to Walmart's offering, but they require customers to pay for scanned items at a self-checkout lane instead of in an app.

Such programs may struggle because they offload labor from cashiers to customers as they try to increase speed and convenience. Requiring customers to scan each individual item makes the shopping experience more labor intensive for a customer than it would be without the program.

Customers also have to bag their own items sometimes, when a cashier could potentially handle bagging more quickly. And for Scan & Go to save customers time, they must be comfortable with the scanning technology and the app, which isn't always the case. Until grocers can design programs that don't increase a customer's workload, this type of checkout program will struggle to gain adoption because there isn't enough added value for shoppers.

Walmart and other major grocers have been focusing on these efforts in an attempt to keep up with Amazon Go technology before it has a chance to scale. The technology used in Amazon Go stores is able to easily keep track of shoppers, allowing them to walk out without any kind of physical checkout or scanning process, because the locations are similar in size to convenience stores. This creates an easy shopping experience for consumers that grocery stores are trying to replicate.

However, the Amazon Go technology is currently incapable of tracking people in grocery stores because they're significantly larger, which is why retailers like Walmart have been designing their own programs to offer similar levels of convenience. The close of Scan & Go signifies that these cashierless models may not have the same frictionless appeal, though, so grocers might be better off investing in finding ways to scale technology similar to Amazon Go's, before the e-commerce titan does so.


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