Implementation of no checkout technologies in fast fashion

: a portuguese study

Abstract

Digital transformation and the development of new technologies are reshaping retail including Fast Fashion. Customer demands are changing and, in an era where online sales are on the rise, traditional stores need to adapt. No checkout technologies are presented as a way for physical stores to innovate. They are mainly applied in the grocery retail segment, as exemplified by Amazon Go stores, which offer a cashier-less and autonomous shopping experience based on advanced technologies. In Portugal, a distinct and less technology-enabled no checkout model is being implemented by Pingo Doce & Go, which served as a base for this study. Driven by the potential of these technologies and its impact on the customer experience, this dissertation aims to study the applicability of no checkout technologies in a different sector – Fast Fashion – with a focus on Portugal. The results presented needed some adjustments to the Pingo Doce & Go model, such as a hybrid model with open entrances, and a robust security solution for removal of alarm tags. The most significant positive impact factors are the “in-store experience” and “customer satisfaction”, and the main barriers identified by customers related to discomfort with the technology and payment systems. According to experts, the additional main driver is optimization of store employee functions and the main concerns relate to security and costs. Overall, both customers and experts consider no checkout to be a positive phenomenon that is feasible to implement and inevitable in the future.

Date of Award	4 May 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)