INSIGHTS LAB · A CUSTOMER PULSE SERIES
NRF Checkout Evolution
What do shoppers actually want from checkout now that it happens all over the store?
THE BIGGER PICTURE
Checkout isn’t a counter anymore. It’s a phone in the aisle, an associate with a tablet, a palm at the gate. Shoppers told us what they want from each of those moments: more control, help when something goes wrong, and a clear reason before they hand over anything as personal as a face or a palm. Across five perspectives, this series looks at where checkout helps and where it gets in the way.
Research by Cambridge Retail Advisors · Survey of 500 U.S. consumers, 2026
EXPLORE THE SERIES
The research, part by part.
Choose a part to see what consumers told us—and why it matters for operators.
IN THIS SERIES
PART 01 · PRICE FAIRNESS
Prices Are Changing. That's Not the Problem.
Unexplained price changes create friction for shoppers. In CRA’s survey, 22.8% picked frequently changing prices without an explanation as the pricing practice that bothered them most.
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At Cambridge Retail Advisors, we've spent our careers in retail—from the store floor and operations to the technology behind them. We bring those perspectives together to help retailers figure out what's next, choose the right solutions, and make them work for the people who depend on them. We share research like this to spark ideas and useful conversations.
Whether it's a first introduction, a chance to compare notes, or something specific you're working through, we'd love to connect.
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Checkout Has Changed. We Asked Shoppers What They Think
The Checkout Research Series
Series Introduction
Checkout now spans the entire shopping journey. CRA asked 500 shoppers what they think about the technologies, trust and experiences shaping retail ahead of NRF 2027.
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What Do Shoppers Really Want From Checkout?
The Checkout Research Series
Checkout Formats
Scan-as-you-shop leads overall format interest at 51.2%, but younger shoppers show interest in both grab-and-go and personal advisors. The lesson: checkout should adapt to the mission.
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Prices Are Changing. That's Not the Problem.
The New Convenience Consumer
Price Fairness
Unexplained price changes create friction for shoppers. In CRA's survey, 22.8% picked frequently changing prices without an explanation as the pricing practice that bothered them most.
22.8% picked frequently changing prices without an explanation as the pricing practice that bothered them most
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Before Javits: What Journey Are You Trying to Improve?
Walking Into Javits
Before NRF ’27, know what you're trying to improve, and bring the people who live with it into the conversation.
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The Biometric Trust Gap
The Checkout Research Series
Biometric Trust
Biometric trust changes depending on who controls the relationship. CRA’s 500-consumer study found different comfort levels and store-choice effects for card-network versus retailer-specific approaches.
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Can a C-Store Beat the Drive-Through? Speed Isn’t the Whole Answer
The New Convenience Consumer
Foodservice
Speed matters, but c-stores can compete on a more useful stop combining food, fuel, services, and customer convenience.
87.6% said fuel or loyalty rewards could influence their quick-meal choice
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Payment Isn’t Enough
The Checkout Research Series
Biometric Identity & Payments
Replacing a card tap may not be enough to drive biometric adoption. CRA considers how identity, loyalty, entry, verification and payment can remove friction across the entire customer experience.
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One Stop. One Bill.
The New Convenience Consumer
Connected Commerce
Convenience shoppers want connected visits across fuel, the store, foodservice, and car wash—not another separate transaction.
80.6% would value fuel and an in-store purchase on one bill
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When Self-Checkout Stops Being Self-Service
The New Convenience Consumer
Self-Checkout
Self-checkout removes routine transactions, but exceptions interrupt employees. Consumer research points toward better age verification and issue recovery.
55.8% comfortable with unattended checkout, versus 27.5% for age verification
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How Much Will Customers Let AI Do for Them?
The New Convenience Consumer
AI Delegation
Customers are comfortable letting AI help with decisions and orders they approve, but far less comfortable letting it buy without asking.
39.5% are comfortable letting AI buy without asking again
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