Research told supermarkets that the main focus for customers was accuracy and efficiency when proceeding through checkouts, as opposed to a warm interpersonal dialogue with the checkout attendant. Recognising this, supermarkets increasingly introduced self-serve checkouts as a way of reducing queue times for customers especially those purchasing only a small number of items (on average, customers using the self-serve checkouts have six items, while those using the regular checkouts have 14). While the supermarkets were conscious of the fact that not all consumers would want to use the automated checkouts some prefer the interaction with the checkout attendant or are resistant to the technology a number of customers willingly used the self-serve option. The technology potentially offered supermarkets a new avenue for competing while stores vie for patronage based on grocery prices, the potential to compete on customer time (which some would say is equally, if not more, precious to shoppers) added a new dimension to supermarket competition. However, since most supermarkets now offer it, self-service is generally considered a standard service.

When introducing the self-serve checkouts originally, the supermarkets engaged a range of stakeholders in discussion. For example, it was reported that Woolworths consulted with the unions during the various stages of developing the self-checkout system. Such consultation was presumably to allay concerns that the use of the technology would replace checkout staff with machines.

Taking this innovation further, an independent chain of supermarkets is exploring a technology that sees a shopping trolley fitted with an LCD screen, keypad and barcode scanner. The hi-tech trolleys allow customers to scan items as they shop, giving them totals for the items in the trolley. This avoids nasty surprises when they get to the checkout. It also allows the trolleys to be tracked via wireless technology, enabling the customer to enter items and the system to tell them where they are located within the store and how much they cost. This technology is enabled by the application of a wireless network throughout the store. The technology can also be expanded, with customers entering a shopping list online before leaving home, and then, by swiping a card through the trolley device, having the device display the list and guide the shopper through the store to find their nominated items. The technology could offer several benefits for stores, including a more personalised, efficient and user-friendly shopping experience for the customer and the ability to generate advertising revenue through displays on the LCD screens. Adding to their revenue generating ability, the trolleys could track the shopper's movements throughout the store and, as they progress up and down the aisles, display items that are on special and located nearby, bringing them to the customer's attention.