Why we spend more at self service touch screens

[Retro]

Like the ones in McDonald's and other fast food places. You know what, I think the company that makes them is right.

One of the reasons those large touchscreens, also called kiosks, have become so popular with restaurant chains is that they can significantly increase sales.

And that is down to behavioural science, the study of how humans behave, and what drives people to make the choices that they do.

Dean Ward is the founder and chief product officer at Evoke Creative. Among the companies his business has built terminals for are Travelodge, McDonalds and JD Sports.

He says there's a number of reasons why the machines drive sales. "Firstly, you are removing the psychology of speaking to someone and feeling judged, we think that is a key factor," says Ward.

"Would you like extra fries? Would you like to go large? Not all people, but I think there's definitely a large proportion of people who may feel judged in those instances, and may say no.

Oh no, whenever they've asked me if I want extra fries or to supersize it, I've always replied with an eager "yes please!"

'You don't feel judged': Why we buy more at self-service screens

How restaurants and retailers use behavioural science to get us to increase our spending.

www.bbc.co.uk

 

[live627]

Less friction at the point of sale, sure, but I feel like that is a distraction from the real reason: replacing labor (the biggest expense for companies, even at minimum wage) with machines. Same logic behind self checkout.

How much are the staff really judging you for extra fries? I think they just wanna assemble the order and move on.

 

[Hitcore]

Same logic behind self checkout.

I deliberately do not use the self checkouts, no matter how long the line at the register is. What's especially funny to me is when a wagie comes to me and says something like "Sir, you can use the self checkout!"
Oh really? Ooh gawsh, I had nooo idea! Kinda like how they have no idea that the more these things become commonplace, the more they will replace them.
Above all, I am R. the forklift operator, not R. the fucking supermarket employee.