BALLS IMPROVES SELF-CHECKOUT WITH NEW PRODUCE ID METHOD

DEENA AMATO-McCOY

KANSAS CITY, Kan. -- Balls Food Stores here is enhancing the functionality of its two stationary self-checkout units with an upgraded application that provides more help to customers checking out produce items.

"We wanted to make the produce part of the checkout experience easier for our customers," said Barb Ramsour, director of information systems for Balls.

The retailer upgraded its produce identification application so customers can better use the self-checkout unit's interactive touchscreen to locate the correct item, and check out product at the correct price.

"Previously, we had customers use the touch screen to enter a price look-up code, or electronically navigate through an alphabetical page to locate the correct item entry," Ramsour explained.

"Due to a complex system, customers were not able to bring up all selections for a category of some fruits or vegetables," she added. "And trying to get in and out of the identification application seemed cumbersome."

The new application displays an interactive typewriter-style keyboard on the unit's touch screen for customers to input the first three letters of an item, or its PLU code. Then all items and descriptions of produce under that category are electronically displayed for the customer's scrutiny.

For example, if a customer has a golden delicious apple, it may not be obvious to him or her to enter the PLU code. "Now customers enter the first three letters of an item, such as a-p-p, and all their choices will be displayed," Ramsour said. "We have shortened the steps and time it takes to locate the correct produce and its coordinating price."

The application, installed last month, and the self-checkout units are provided by NCR, Dayton, Ohio.

The stationary units reside in the retailer's Hen House store in Lenexa, Kan. The units, which were originally installed in March, replace one traditional checkout lane and are point-of-sale clients running on the same infrastructure as Balls' traditional POS units. Customers access the self-checkout units by either pressing a "start" icon or beginning to scan their first item across the units' integrated scanner. The interactive screen directs customers through the checkout of items, weighing of produce, and voiding errors or unwanted product.

Customers are also prompted to supply coupons and loyalty cards for frequent-shopper discounts. The units accept cash, credit and debit cards.