Generation Z, people born between 1997 and 2012, are leading the way in a shift in consumer behaviour by desiring “frictionless shopping” experiences.
Frictionless shopping, which includes innovations like self-scanning and automatic product recognition, is driven by the desire for speed, reduced waiting times, and less interpersonal interaction.
A survey by Avery Dennison of 4,000 consumers in the UK and US found that 52 per cent of this demographic would consider switching to retailers offering checkout-free shopping to avoid traditional payment hassles. This preference highlights a broader trend towards simplifying the shopping process, eliminating steps like searching for loyalty cards or waiting for receipts.
The study also revealed that 49 per cent of consumers are likely to spend more at stores with automated checkout systems, and 52 per cent believe such technology would increase their brand loyalty. This extends beyond Generation Z, with 89 per cent of all participants, including 81 per cent of Baby Boomers (people born from 1946 to 1964), reporting engagement with some form of seamless shopping in the past year.
Francisco Melo of Avery Dennison stated, “Check-out free stores and self-checkout options enable an easier method of product selection and payment for the customer, while providing retailers with accurate real-time data about product performance and supply. What’s more, frictionless shopping environments allow retailers to deploy more staff in areas such as customer service.”
