Texas Born Stores: A self-checkout success story

WHAT THEY NEEDED: A streamlined shopping experience and superior customer experience.

Texas Born Stores (TXB), a well-known chain of convenience stores, is recognized for its fresh food offerings and modern design that celebrates Texan values. To enhance the shopping experience for all their customers, TXB sought to provide diverse checkout options that cater to different customer preferences. Whether a customer wanted a personal interaction with a team member or preferred a self-checkout experience, TXB aimed to accommodate these varying needs.

In addition to offering diverse checkout options, TXB wanted to increase foot traffic in their larger stores while improving transaction speed. As Kevin Smartt, the CEO of TXB, highlighted, “transaction speed is extremely important.” By optimizing checkout efficiency, TXB hoped to boost store foot traffic without compromising on the customer experience. Furthermore, reallocating team members to areas where they could be more effective, rather than being solely focused on checkout tasks, was another goal. This would allow TXB to maximize labor efficiency and improve overall service quality in their retail stores.

We wanted to provide an environment, or ethos of a frictionless experience

Overall, TXB wants to eliminate friction for shoppers. While maintaining the must-haves of a checkout environment, TXB wants to provide their guests “a user friendly, frictionless experience” while still speeding up transactions and increasing foot traffic like mentioned above.

A consistent experience across all stores was crucial for TXB, leading them to explore the implementation of self-checkout options in all locations.

WHAT WE DELIVERED: An optimal store layout and satisfaction by store staff and shoppers alike.

Given TXB’s success in the convenience store market, they decided to expand into larger retail spaces. This expansion presented an opportunity to offer more diverse checkout options, which is where self-checkout came into play.

Dumac, an NCR Voyix partner, delivered an optimal store layout that integrated both self-checkout and traditional checkout areas. This blend of options enhanced the overall customer experience and increased convenience. By incorporating self-checkouts, TXB created more space for foot traffic and streamlined the shopping process. Key components of the delivery included:

• Self-checkout primarily introduced in all new store builds, with plans to incorporate them into remodels when feasible.
• Optimal store layout belding self-checkout with traditional checkout options.
• An enhanced customer experience focused on convenience and efficiency.
• Seamless integration of checkout options with the store’s fresh food offerings.
• More open space in stores due to the inclusion of self-checkout stations.

WHAT HAPPENED NEXT: A checkout experience that “transcends generations and age groups”.

The results of implementing NCR Voyix’s solution in TXB stores were significant:

• Approximately 40% of transactions moved through self-checkout, with some stores reaching as high as 60%.
• There was a positive impact on revenue, especially in larger stores where the volume of foot traffic made traditional POS systems insufficient.
• TXB gained a competitive edge in the market. Employees expressed excitement about the new checkout technology, appreciating how it gave them a modern edge over competitors and enhanced the overall shopping experience for customers.
• The stores now feature five points of transaction (3 x self-checkouts and 2 x traditional checkouts), efficiently managing customer flow during peak hours.
• While basket sizes at self-checkouts are typically lower compared to traditional, the faster transaction speed and customer satisfaction balanced this out.

CONCLUSION: Continual enhancement of the shopping experience and dedication to the shopper.

TXB is now exploring ways to reposition self-checkout into the counter space to further optimize store layout and efficiency. They are also considering incorporating self-checkouts into their existing store builds were feasible, continuing their commitment to providing a modern, convenient, and efficient shopping experience for all of their shoppers.

All stores average pushing 40% of shoppers through self-checkout