Browsing by Author "Paonessa, Matteo"
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- How is it going to be the future of in-store check out in supermarkets? A case studyPublication . Paonessa, Matteo; Figueiredo, RonnieSupermarkets are increasingly challenged to innovate their in-store checkout pro-cesses to meet evolving customer expectations and operational demands. This project ad-dresses the research question: "How it is going to be the future of in-store checkout in su-permarkets?”. To answer it, the research takes in example a case study on Lidl Italy and Italian customers, with a mixed-methods approach applied, hence combining a structured survey with Italian supermarket customers and a semi-structured interview with a Lidl Italy manager. The results show that while customers are open to automation and faster checkout systems, they still value the presence of human assistance. Traditional cashier and self-checkout options remain dominant, whereas newer models like cashierless stores and smart carts are not yet widely adopted due to many reasons. The interview findings confirm that in this context Lidl Italy is pursuing a pragmatic strategy, investing selectively in technolo-gies that balance cost efficiency with customer needs. The study concludes that the future of checkout will likely be hybrid, blending automation with human interaction. Supermarkets must maintain trust and provide flexible options despite the unavoidable nature of techno-logical change. This study offers useful advice on how retailers can innovate properly in a market that is extremely competitive and driven by consumers.