Retail’s new normal: No check-out shopping wins loyalty from younger consumers

Retail’s new normal: No check-out shopping wins loyalty from younger consumers

New research shows over half of Gen Z would switch where they shop for check-out free stores 

MENTOR, OH – January 17, 2024 – New research commissioned by Avery Dennison reveals an inflection point in consumers’ shopping behavior. More than a third (37%) of shoppers polled across the USA and the UK say they would switch to a retailer that offers full check-out free stores. Two-thirds (67%) say they would opt for retailers that offer self-scanning at the end of a shop, while almost three-in-five (59%) say the same about self-scanning as they shop. More than four-in-ten shoppers (45%) would switch to a self-checkout service where products are automatically detected via in-item tagging, meaning they don't need to scan a barcode.

Generation Z is leading the way when it comes to a preference for frictionless shopping, with over half (52%) likely to switch retailers for check-out free stores. Furthermore, 49% say they would be likely to spend more money with a retailer that has a connected or automated checkout experience, and 52% say connected stores would make them more loyal to a retail brand. 

The survey was commissioned by Avery Dennison, a digital identification solutions company, polling 4,000 US and UK consumers. Findings show that the vast majority (89%) have experienced some form of frictionless shopping in the last 12 months including self-scanning, self-checkout, full check-out free stores and try at home before you purchase services. This includes 81% of Baby Boomers and 72% of those aged 78 or over. 

The factors driving consumers towards frictionless retail experiences include: 

  • A faster shopping experience (46%)
  • Not having to queue (34%)
  • Less people interaction (33%)

While only 18% of people say there is no benefit, shoppers were also asked to select what drawbacks they see with automated and connected retail experiences. The most cited response was a difficulty in seeking assistance from employees (56%).

Francisco Melo, president, Solutions Group at Avery Dennison, says: “Considering that most people haven’t yet had the opportunity to try a full check-out free store, our research shows a high percentage would be more likely to switch retailers for the experience, which demonstrates a clear shift in consumer expectations. At the same time, a growing number of leading retailers are turning to digital ID solutions to truly transform the customer experience.

Check-out free stores and self-checkout options enable an easier method of product selection and payment for the customer, while providing retailers with accurate real-time data about product performance and supply. What’s more, frictionless shopping environments allow retailers to deploy more staff in areas such as customer service.”

To find out more about how digital IDs are reimagining the retail industry, click here

Media contact

Jack Gibson
Global PR Manager

Research Methodology
The research was conducted by Opinion Matters, among a sample of 4000 Shoppers across the UK and USA. The data was collected between 29.11.2023 – 04.12.2023. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles.

About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company that provides branding and information labeling solutions, including pressure-sensitive materials, radio-frequency identification (RFID) inlays and tags, and a variety of converted products and solutions. The company designs and manufactures a wide range of labeling and functional materials that enhance branded packaging, carry or display information that connects the physical and the digital, and improve customers’ product performance. The company serves an array of industries worldwide, including home and personal care, apparel, e-commerce, logistics, food and grocery, pharmaceuticals and automotive. The company employs approximately 36,000 employees in more than 50 countries. Reported sales in 2022 were $9.0 billion. Learn more at

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