In-Store Checkout Needs to Be Quick and Easy

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Article by Lucy Koch
eMarketer

A simple and seamless checkout experience still tops shoppers’ list of in-store must-haves, because ain’t nobody got time ... to stand in long lines.

When location platform GroundTruth asked US consumers in June 2018 about what made in-store shopping better than digital, more pointed to a quick checkout experience than any other factor, at 81%.

But in-store shopping has its drawbacks—half of respondents to the GrouthTruth survey noted crowds and long lines as the biggest pain points. And these inconveniences can hinder consumers’ paths to purchase.

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