Andy Baldauf, LinkedIn Top Voice and one of the leading experts in retail technology, delivered an inspiring presentation at RETAIL NXT titled “From Yesterday to Tomorrow: The (R)evolution of Checkout.” He took the audience on a captivating journey through the history and future of the shopping process.
The Evolution of Checkout: From Shells to AI
Baldauf began with a historical overview of the checkout process – from bartering and the introduction of cash to the first self-checkout systems. He illustrated how technological innovations have continuously reshaped the way we shop:
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1930: Opening of the first self-service store in the USA – a paradigm shift that redefined retail.
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1961: First self-typing cash registers in Zurich – revolutionary but short-lived due to complexity.
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1994: The rise of e-commerce with Amazon, which moved checkout into the digital realm.
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2004–2007: Introduction of self-scanning and self-checkout systems, empowering customers to control their payment process.
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2018: Amazon Go and the birth of “Grab and Go” concepts, where traditional checkout is fully eliminated through technology.
Technology as the Engine, People at the Center
A core theme of Baldauf’s presentation was the role of technology as an enabler. While innovations like self-checkout, mobile payment, and smart carts increase efficiency, he stressed that people must always remain at the center:
“Technology is the gear and engine, but the human is the heart of retail.”
He introduced the concept of Human Transformation to emphasize the importance of acceptance and usability when implementing new technologies. He underscored the need to involve both employees and customers early in the transformation process.
The Future of Checkout: Automation and Personalization
Baldauf painted a compelling vision of how checkout will continue to evolve in the coming years:
- The Barcode Will Be Replaced
The classic barcode, in use for over 50 years, will give way to the 2D code (Digital Link). This contains comprehensive product information and has the potential to revolutionize both the checkout process and smart home applications:
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Automated reordering of frequently purchased items
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Direct links to sustainability data, ingredients, and recycling information
- Grab-and-Go Becomes Mainstream
While Amazon Go was a pioneer, Grab-and-Go technology will soon enter the mainstream. The focus is on a seamless shopping experience where the payment process happens invisibly in the background.
- AI Personalizes the Checkout
Artificial intelligence will not only change shopping but also revolutionize the checkout interaction:
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Automated purchase suggestions based on individual preferences and purchase history
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Smart list optimization using AI to plan and analyze recurring purchases
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Emotional purchases: 20% of purchases are emotion-driven—AI will better support such decisions
The Social Factor: Why Acceptance Is Crucial
A key takeaway from Baldauf’s talk was the importance of acceptance—among employees and customers alike. He shared how Migros in Switzerland successfully implemented self-checkout systems through targeted initiatives:
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Employee Training: Early involvement and thorough training for store managers and staff
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Customer Education: Promoters guided customers in using the systems, increasing trust and acceptance
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Accessibility: Systems were designed to be usable by everyone, regardless of ability
Why the Future of Retail Is Inseparable from Self-Service
Baldauf made it clear that self-service technologies are the future of retail. His bold statement:
“In the future, stores cannot operate without self-service.”
He supported this with data:
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In Switzerland, 90% of stores are equipped with self-service systems
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Usage rates reach up to 60%
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Germany lags behind: with 9,600 self-checkout terminals, it’s on par with Switzerland despite being significantly larger
Conclusion: Checkout as a Mirror of Retail Transformation
Andy Baldauf’s presentation was a powerful call to the retail industry to embrace technological possibilities while keeping people at the core. He demonstrated that checkout is far more than a payment process—it’s a critical touchpoint that defines the shopping experience and marks the start of a new era in retail through innovation.
The (R)evolution of checkout is well underway, and Baldauf’s vision makes one thing clear: the future of retail is not only digital—it’s human.
