NRF: New technology speeds up grocery store’s checkout process

 
Jan. 16, 2011 | by Cherryh A. Butler

The Kroger Co.'s Advantage Checkout system created a lot of buzz last week at the National Retail Federation's Big show in New York City. Fujitsu America, a provider of ICT-based business solutions, designed the checkout technology that reduces checkout times, improves customer experience and reduces operational costs for retailers.

The system looks more like a MRI machine than a grocery checkout stand, but retailers should not be wary of the machine's size, said Fujitsu Public Relations Manager Wes Bates. It completes the checkout process so much faster than standard lanes that it could replace two or three of them, he said.

It also enables the recognition of stacked items even when barcodes are hidden, according to Brian Yates, Fujitsu's director of Product Marketing.

The grocery chain is evaluating the check-out system in a couple stores with plans to deploy more based on customer reaction.

Bates said he expects that reaction to be positive based on the attention retailers showed it at the NRF.

"Everyone has been asking questions and giving their ideas," he said. "People are really excited about it."

Click below to watch a demo and interview with Yates.


Cherryh A. Butler / Cherryh Butler has been a reporter for nearly 10 years, writing on a variety of topics ranging from the restaurant industry to business and health and fitness news. Before joining FastCasual.com as editor, she oversaw KioskMarketplace.com and PizzaMarketplace.com and contributed to RetailCustomerExperience.com. She's also written for several daily newspapers, magazines and websites, including The Kansas City Star and American Fitness magazine.
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