Frictionless shopping is a term that describes retail experiences that are fast, convenient, and seamless for the customer. It involves using technologies such as self-scanning, self-checkout, in-item tagging, and check-out free stores to eliminate the need for manual scanning, queuing, or interacting with staff.

According to a new research by Avery Dennison, a digital identification solutions company, frictionless shopping is not only becoming more popular, but also more influential in shaping consumer behavior and expectations. The research, which surveyed 4,000 US and UK consumers, revealed some interesting insights:

• More than a third (37%) of shoppers say they would switch to a retailer that offers full check-out free stores, where they can simply walk out with their items without scanning or paying at a register.
• Two-thirds (67%) say they would opt for retailers that offer self-scanning at the end of a shop, where they can scan their items using their own device and pay online or at a kiosk.
• Almost three-in-five (59%) say they would choose retailers that offer self-scanning as they shop, where they can scan their items as they add them to their basket and pay online or at a kiosk.
• More than four-in-ten shoppers (45%) would switch to a self-checkout service where products are automatically detected via in-item tagging, meaning they don’t need to scan a barcode or remove items from their basket.

The research also showed that Generation Z, the youngest and most tech-savvy generation, is leading the way when it comes to a preference for frictionless shopping. Over half (52%) of Gen Z shoppers say they are likely to switch retailers for check-out free stores, compared to 37% of all shoppers. Moreover, 49% of Gen Z shoppers say they would be likely to spend more money with a retailer that has a connected or automated checkout experience, and 52% say connected stores would make them more loyal to a retail brand.

The main benefits of frictionless shopping for consumers are:

• A faster shopping experience (46%)
• Not having to queue (34%)
• Less people interaction (33%)

However, there are also some drawbacks that consumers perceive with automated and connected retail experiences. The most common one is a difficulty in seeking assistance from employees (56%), followed by a lack of human touch (36%), and a concern about privacy and security (35%).

Francisco Melo, president, Solutions Group at Avery Dennison, says: “Considering that most people haven’t yet had the opportunity to try a full check-out free store, our research shows a high percentage would be more likely to switch retailers for the experience, which demonstrates a clear shift in consumer expectations. At the same time, a growing number of leading retailers are turning to digital ID solutions to truly transform the customer experience.

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.”

Frictionless shopping is not just a trend, but a reality that is reshaping the retail industry and consumer behavior. Retailers that embrace digital ID solutions and offer frictionless shopping experiences will have a competitive edge in attracting and retaining customers, especially the younger and more tech-savvy ones.