Shaping the Checkout Experience: The Power of Consumer Perception
03/10/25 • 10 min
1 Listener
S1:E5 Revolutionizing the Checkout: How Choice Impacts Purchase Behavior
In this episode of the Retail Razor Show: Data Blades, hosts Ricardo Belmar and Casey Golden are joined by Georgina Nelson, CEO of TruRating, to explore the essential role of consumer choice during the checkout experience. Georgina shares insights gathered from over 14,000 customers across the US, UK, and Australia about their preferences for self-checkout versus manned cashiers. The discussion reveals that while convenience stores see a higher preference for self-checkout, segments like apparel still lean towards manned cashiers due to the nature of the shopping experience. Additionally, data indicates that perception of limited checkout options can lead consumers to spend significantly less. We highlight the importance of retailers investing in offering choices to avoid dips in transaction values and improve customer satisfaction. We also look at practical approaches for retailers to balance between technology and human assistance at checkout, ensuring an optimized customer journey!
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://bit.ly/RRShowYouTube
(00:00) Show Intro
(01:12) Georgina Nelson - Perception of Choice is Essential During the Checkout Experience
(09:13) Show Close
Meet your hosts, helping you cut through the clutter in retail & retail tech:
Ricardo Belmar is an NRF Top Retail Voices for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2025. Thinkers 360has named him a Top 10 Retail Thought Leader, Top 50 Management Thought Leader, Top 100 Digital Transformation Thought Leader, and a Top Digital Voice for 2024. He is an advisory council member at George Mason University’s Center for Retail Transformation, and is the director partner marketing for retail & consumer goods at Microsoft.
Casey Golden, is the CEO of Luxlock, a RETHINK Retail Top Retail Expert from 2023 - 2025, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!
Includes music provided by imunobeats.com, featuring Tech Lore from the album Beat Hype, written by Heston Mimms, published by Imuno.
S1:E5 Revolutionizing the Checkout: How Choice Impacts Purchase Behavior
In this episode of the Retail Razor Show: Data Blades, hosts Ricardo Belmar and Casey Golden are joined by Georgina Nelson, CEO of TruRating, to explore the essential role of consumer choice during the checkout experience. Georgina shares insights gathered from over 14,000 customers across the US, UK, and Australia about their preferences for self-checkout versus manned cashiers. The discussion reveals that while convenience stores see a higher preference for self-checkout, segments like apparel still lean towards manned cashiers due to the nature of the shopping experience. Additionally, data indicates that perception of limited checkout options can lead consumers to spend significantly less. We highlight the importance of retailers investing in offering choices to avoid dips in transaction values and improve customer satisfaction. We also look at practical approaches for retailers to balance between technology and human assistance at checkout, ensuring an optimized customer journey!
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://bit.ly/RRShowYouTube
(00:00) Show Intro
(01:12) Georgina Nelson - Perception of Choice is Essential During the Checkout Experience
(09:13) Show Close
Meet your hosts, helping you cut through the clutter in retail & retail tech:
Ricardo Belmar is an NRF Top Retail Voices for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2025. Thinkers 360has named him a Top 10 Retail Thought Leader, Top 50 Management Thought Leader, Top 100 Digital Transformation Thought Leader, and a Top Digital Voice for 2024. He is an advisory council member at George Mason University’s Center for Retail Transformation, and is the director partner marketing for retail & consumer goods at Microsoft.
Casey Golden, is the CEO of Luxlock, a RETHINK Retail Top Retail Expert from 2023 - 2025, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!
Includes music provided by imunobeats.com, featuring Tech Lore from the album Beat Hype, written by Heston Mimms, published by Imuno.
Previous Episode
Fast Lanes and Price Checks: Navigating Self-Checkout
1 RecommendationsS1:E4 Speed, Convenience, and Choices: Self-Checkout Perspectives
In this episode of Retail Razor: Data Blades, hosts Ricardo Belmar and Casey Golden are joined by Georgina Nelson, CEO of TruRating, to explore consumer sentiments on self-checkout systems. TruRating, known for gathering real-time shopper feedback, reveals that speed and convenience are top priorities for 65% of shoppers using self-checkout. Together, the team examines how retailers can enhance this final stage of the shopping experience and the potential for in-store experimentation to improve customer satisfaction. The team also touches on the future of self-checkout, including the possibility of ads with retail media and the importance of customer feedback.
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://bit.ly/RRShowYouTube
(00:00) Show Intro
(01:12) Georgina Nelson - Consumer Sentiment Towards Self-Checkout
(08:01) Show Close
Meet your hosts, helping you cut through the clutter in retail & retail tech:
Ricardo Belmar is an NRF Top Retail Voices for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2025. Thinkers 360has named him a Top 10 Retail Thought Leader, Top 50 Management Thought Leader, Top 100 Digital Transformation Thought Leader, and a Top Digital Voice for 2024. He is an advisory council member at George Mason University’s Center for Retail Transformation, and is the director partner marketing for retail & consumer goods at Microsoft.
Casey Golden, is the CEO of Luxlock, a RETHINK Retail Top Retail Expert from 2023 - 2025, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!
Includes music provided by imunobeats.com, featuring Tech Lore from the album Beat Hype, written by Heston Mimms, published by Imuno.
Next Episode
Retail Insights Unveiled: Maximizing Store Team Potential
1 RecommendationsS1:E6 The Power of Knowledgeable Store Teams
In the final episode to Season 1 of the Retail Razor: Data Blades, hosts Ricardo Belmar and Casey Golden welcome Georgina Nelson, CEO of TruRating. Georgina discusses the significant impact well-informed store teams have on retail performance. Highlighting a global sporting goods retailer's success, Georgina reveals that 90% of shoppers acknowledged receiving multiple product options from staff, leading to a 27% increase in average shopper spend. The conversation emphasizes the importance of personalized customer interactions, cross-selling, upselling, and the tangible benefits of sales and product training. Insights are derived from TruRating’s innovative approach to gathering customer feedback directly at the point of sale, showing how it supports retailers in enhancing store performance and creating holistic shopping experiences.
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://bit.ly/RRShowYouTube
(00:00) Show Intro
(01:12) Georgina Nelson - The Strategic Advantage of Well-Informed Store Teams
(09:40) Show Close
Meet your hosts, helping you cut through the clutter in retail & retail tech:
Ricardo Belmar is an NRF Top Retail Voices for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2025. Thinkers 360has named him a Top 10 Retail Thought Leader, Top 50 Management Thought Leader, Top 100 Digital Transformation Thought Leader, and a Top Digital Voice for 2024. He is an advisory council member at George Mason University’s Center for Retail Transformation, and is the director partner marketing for retail & consumer goods at Microsoft.
Casey Golden, is the CEO of Luxlock, a RETHINK Retail Top Retail Expert from 2023 - 2025, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!
Includes music provided by imunobeats.com, featuring Tech Lore from the album Beat Hype, written by Heston Mimms, published by Imuno.
The Retail Razor: Data Blades - Shaping the Checkout Experience: The Power of Consumer Perception
Transcript
Welcome to our new Retail Razor Show, DataBlades, our new standalone Retail Razor
Show, where we talk real world numbers andslice through measurable consumer insights
based on research at the point of sale.
And bringing us that slicing and dicing ofdata is Georgina Nelson, CEO of TruRating.
TruRating helps retailers heardirectly from valid
If you like this episode you’ll love
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