Do you want to improve your customers' shopping experience ... - NCR

Do you want to improve your customers’
shopping experience with self-checkout?
Dansk Supermarked
An NCR Case Study
Experience a new world of interaction

The customer The challenge
Since opening its first Fotex supermarket in 1960, Dansk
Supermarked A/S has become the number one grocery retail
group in Denmark. It operates under the Fotex, Netto, Bilka,
A-Z, Toj og Sko, and Salling (department stores) retail names
in Denmark, England, Germany, Poland and Sweden. It has
over 1,350 stores and a 2008 turnover of DKK 56 billion
(approx US $10 billion) and is owned by the AP Moeller Group.
Their continuous commitment to customer service innovation
has enabled it to become Denmark’s number one retailer and
is designed to differentiate the company in the future.
Key Highlights
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Industry/Market:
Retail
Challenge:
Dansk Supermarked wanted to increase the number
of till touchpoints in-store to reduce queuing while
freeing up staff to keep shelves fully stocked
Solution:
NCR SelfServ Checkout
Results:
Dansk Supermarked has seen increased customer
throughput within their stores, with in some cases,
up to 55 percent of customers opting to use self-
checkouts.
Dansk Supermarked found that many of its shoppers
requested both enhanced service on the shop floor and faster
checkout facilities once they had completed their shopping.
The challenge for Dansk Supermarked was that they wanted
to increase the number of till touchpoints in-store to reduce
queuing while freeing up staff to keep shelves fully stocked.

The solution The solution benefits
In 2008, Dansk Supermarked became the first retailer in
Denmark to roll out self-checkout which enables shoppers to
scan, pack and pay for goods themselves. The retailer opted
for NCR SelfServ Checkout technology which today can be
found nationwide in 27 Fotex stores, seven Netto stores and a
Bilka store.
At the start of this project, Dansk Supermarked worked closely
with the NCR Customer Experience Consulting team to look at
traffic patterns within the stores. By in-depth analysis of the
existing checkouts and the space they occupy, the consultants
developed a model with the optimum mix of assisted- and
self-service lanes and their ideal location to minimize queuing
at peak times.
NCR also provided training to help the retailers’ self-checkout
attendants actively manage the area. Staff was coached on
how to observe customer behavior and the overhead tri-lights
to identify if someone needs help.
The NCR SelfServ Checkout is very intuitive to use—even for
first time users. The latest version enables shoppers to insert
loose change in bulk, rather than feeding coins individually as
payment. In addition, coin and note recycling means the units
need to be replenished less often.
Dansk Supermarked is known for being innovative in its
format and service offerings. It introduced the concept of
supermarkets offering non-food and food goods in Denmark
in 1960, launched the discount chain Netto in the early
eighties and was the first to market with self-checkouts.
“Self-checkouts are far more compact than assisted checkouts,”
notes Steve Baxter, NCR Store Business Consultant for EMEA.
“This means retailers can make far more tills available for
customers and free up some staff for other important in-store
roles that help to drive up sales and service levels.”
According to Steffen Skov Larsen, Dansk Supermarked’s
program manager, “Between 30 and 50 percent of customers
are opting to use our self-checkouts, depending on the store.
Customer throughput has increased over the last year which
has been a challenging one for retailers.”
Larsen sees significant potential for the technology in the
future, noting “We anticipate that 60 to 80 percent of our
stores will be suitable for self-service. In 2010 alone we are
looking at rolling out the technology to 20 more stores
nationwide and anticipate further expansion in the future.”
“Between 30 and 50 percent of customers are opting to
use our self-checkouts, depending on the store. Customer
throughput has increased over the last year which has been a
challenging one for retailers.”
Steffen Skov Larsen, Dansk Supermarked Program Manager.

Why NCR?
With over 125 years of retail experience, NCR is a leading
global provider of assisted- and self-service solutions. We
help our clients around the world improve their customer
interactions, implement change quickly and proactively,
and transform their businesses to become leaders and
change agents. We can help you, too.
NCR Corporation
2651 Satellite Boulevard
Duluth, Georgia 30096
USA
www.ncr.com
Experience a new world of interaction
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NCR continually improves products as new technologies and components become available. NCR, therefore, reserves the right to change specifications without prior notice.
All features, functions and operations described herein may not be marketed by NCR in all parts of the world. Consult your NCR representative or NCR office for the latest information.
NCR SelfServ is either a registered trademark or trademark of NCR Corporation in the United States and/or other countries. All brand and product names appearing in this document are trademarks, registered
trademarks or service marks of their respective holders.
© 2010 NCR Corporation Patents Pending EB10277-0510