Medium-sized networks come out ahead with use of the self-service box

São Paulo-in the supermarkets, who took the front in the deployment of so-called self-checkouts were the smaller networks. While the largest of the branch in Brazil still are reluctant to invest in self-service technology, groups such as Confidence, Samir and Coop are betting on the tool as a means of customer loyalty.
Although very common abroad, the use of this box-model in the consumer registers and pays its products-has not yet gained much strength in the supermarket segment in national territory.
To give an idea, none of the three largest in the business (Carrefour, Walmart and Grupo Pão de Açúcar), installed the technology in their units in the country, although outside the first two have already adhered to the format.
For the CEO of GS & AGR Consultants Tozzi, Ana Paula, this is a natural movement, and abroad took place in the same way. "To survive, the retail average has to bring convenience to the consumer, self-service and does just that."
The complete Executive, for not having the coverage, the price and the bargain of large, medium-sized networks need to invest in this kind of innovation-even as a way to conquer and expand their consumers.
In Brazil, a pioneer in the use of the tool is the Muffato, in 2012. Recently, three other companies have decided to bet on this template. With 37 units, all in the State of São Paulo, Samir is one of them. Last November the network installed the first self-checkout. Today, six shops rely on the technology. "Two of those were old. The other four were new shops that have opened with the self-service boxes, "says the Director of operations of the company, Carlos Thunder. According to him, the idea to invest in the machines was to give an option for the consumer. Thus, the number of boxes with the attendant''s presence has remained the same. "We have implemented by four self-checkouts, store in units that have between 18 and 24 normal boxes", explains.
The Trust network, with ten stores in São Paulo, already have the technology in two of them. The first was installed in an operation in Bauru, in the 12 day of last month, and the other in a new unit in Marilia.
According to the it Manager of the company, Fábio Luiz de Oliveira, the process is in the testing phase, but the company''s intention is to expand to all the units in the network.
Customer acceptance
One of the concerns of the company installing the machines was able to meet also the public that has no familiarity with technology. For that, consider that two '' '' tax work giving guidance on how to use the self service.
"But this should be transient. As people are used to it should no longer be required the presence of officials ".
For Tozzi, the GS & AGR consultants, this type of action is crucial in the process of adaptation of the client. "Older audiences may have a certain fear in the beginning. So it is important, at the outset, that have employees explaining about the use of the machines. "
In line with this vision, the Consumer Cooperative (Coop), which also recently invested in tools, trained eight officials for the consumer orientation.
The company installed in last month''s 30 day four self-checkouts in the Santo André. According to the Director of operations, Valdomiro Sanches Bardini, the plan is that in the future the technology will be extended to all new openings.
Despite the initiative of retailers, some factors still inhibit a larger spread in the country. "The main one is cultural. The Brazilian has this culture of enjoy being serviced. But we''re evolving into self-service path, "said Tozzi.