Sneaky trick to stop self-serve checkout theft
Researchers at Queensland University of Technology (QUT) are looking at subtle methods to cut down on self-serve checkout theft at major supermarkets.
While scanning grannie smith apples at red delicious apple prices might seem harmless enough, retail theft costs Australian supermarkets $4.5 billion a year.
In an interview with News.com.au, Coles spokeswoman Martine Alpins even went as far as saying there is a, “normalisation of theft at self-service check-outs”.
So, what did the researchers at QUT come up with?
1. Personalisation
QUT’s PwC Chair in Digital Economy, Paula Dootson, believes part of the problems stems from the automated technology divorcing shoppers from staff. But little design features personalising the experience may reduce the likelihood of theft.
Dootson says a checkout that recognises shoppers could make a real difference, “It might say, ‘Hi Paula, welcome to Coles, please scan all your items.’
“It’s just customer service but it reduces deviance because your know you’re no longer anonymous and you might feel more uncomfortable stealing.”
2. Moral triggers
The second option suggested by QUT researchers is perhaps more intrusive, but would see existing self-serve technology flash messages on the screen encouraging shoppers to do the right thing as they scan their items.
Dr Dootson says, “Triggering notions of right and wrong means people are less likely to lie. So could you put a message on the terminal saying customers have submitted, say, $6000 through this checkout to Make a Wish Foundation, ‘we’re doing our part, thanks for you doing yours’ that kind of thing?
“It’s not asking them not to steal, it’s just triggering an idea of good behaviour.”
3. Social proofing
The last idea suggested by researchers at QUT is based on a 2008 US study of towel cleanliness in hotel bathrooms. This study found guests were more inclined to not have their towel washed and lessen the burden of the environment, when the original signing was changed to something to the effect of “75 per cent of guests don’t have their towel washed”, rather than “please consider the environment”.
Dr Dootson says, “It could be an external or an in-store campaign that says the vast majority of people choose to scan the right way. It’s using the power of others to guide people to do the right thing”.
What do you think? Will these methods be effective? Is this an effective way to deal with the problem? Let us know in the comments section below.