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NPS Prism data from Q1 2024 – Q4 2024 revealed that self-checkout and other new checkout technologies are growing in usage, posing an opportunity for US grocers to drive customer satisfaction by optimizing the checkout experience.
36% of customers reported using self-checkout, compared to 34% in 2022, and episode NPS for self-checkout rose by a point to 34. The gap between self-checkout and cashier checkout decreased, with episode NPS for cashier checkout going from 38 to 37 from 2022 to 2024.
However, a few industry leaders have yet to adopt self-checkout, or are slow at adopting it, but continue to lead in the checkout experience—including Trader Joes, H-E-B, and Publix.
While other new checkout technologies have not seen mass adoption yet, Sam’s Club has reaped the rewards of getting more of their customers to adopt ‘Scan and Go’, with an eNPS score of 73 for this type of checkout.
The data also revealed that while wait times at checkout remain a critical driver of episode NPS for U.S. grocery stores, the full picture is more nuanced. Multiple factors emerged that determined customer satisfaction with the overall checkout experience.
A customer pain threshold of five minutes emerged—when checkout wait times were longer than this, checkout episode NPS scores dropped into the single digits. But a closer look at the data shows that the reason for a customers wait plays a larger role in their overall experience.
When customers perceive that the store is to blame for their long wait time, due to slow cashiers, technical issues, or a lack of open lanes, eNPS drops to -7, compared to an eNPS of 35 if they blame the wait on a slow customer or busy store.
Wait times aren’t the only factors driving eNPS scores during the checkout experience. The ease of self-checkout processes, friendliness of cashiers, and efficiency of cashiers also determined overall customer satisfaction.
By continuing to optimize the checkout experience beyond just reducing wait times, and investing in new checkout technologies, U.S. grocers can ensure their eNPS scores remain competitive and drive customer loyalty.
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