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Cashierless Stores – the New Way to the Customer?

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  • Schögel, Marcus
  • Lienhard, Severin

Abstract

The check-out process is one of the biggest pain points in shopping. While Apple is the pioneer in cashierless shopping, several other corporations have initiated first concepts during the last months. Innovative, IoT-driven businesses like Amazon Go or Avec Box are trying to improve the process. The recently established concepts vary and a deeper understanding of the underlying functionality is still missing. Our qualitative desk research and store visits give a first overview of the design dimensions, challenges and opportunities for cashierless stores.

Suggested Citation

  • Schögel, Marcus & Lienhard, Severin, 2020. "Cashierless Stores – the New Way to the Customer?," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(1), pages 38-47.
    • Handle: RePEc:zbw:hsgmrs:276071
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    File URL: https://www.econstor.eu/bitstream/10419/276071/1/MRSG_2020_1_38-47.pdf
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    References listed on IDEAS

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    1. Daniel Kahneman & Peter P. Wakker & Rakesh Sarin, 1997. "Back to Bentham? Explorations of Experienced Utility," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 112(2), pages 375-406.
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    Cited by:

    1. Schultz, Carsten D. & Paetz, Friederike, 2025. "The way out – Customer benefits and self-service satisfaction in cashierless shopping systems," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).

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