Kudos to Rimi Baltic

This is the first post in a blog series that discusses good and bad self-service solutions. If you have noticed an interesting self-service solution—whether neutral, good, or bad—feel free to leave a comment below or contact us. We would like to evaluate and discuss it here.  

In this post, we talk about the leading Baltic retailer—Rimi Baltic. It was the first in the Baltic states to introduce self-service scanners at its stores. This means that customers scan all products themselves as they shop instead of checking out through cashiers.

How does it work?

You can watch the video below for details, but here are the basic steps:

  1. Activate a scanner by tapping a loyalty card at the sensor shelf
  2. Scan each product while shopping
  3. Leave the scanner near the exit
  4. Tap the loyalty card again in the self-checkout area
  5. Pay with a credit card

Why does this deserve Tapbox kudos?

Kudos #1 – Though most industries claim they are going mobile or contactless, adding self-service, or otherwise modernizing, for large companies, these are often just buzzwords. Rimi was the first to launch this service in the Baltics, so kudos for its bravery!

Kudos #2 – Self-service scanners will boost Rimi’s brand value and customer loyalty (read more about such benefits in this blog post). Why? This innovation saves a lot of time, and time is a valuable resource nowadays. Shoppers save time because products go right into their bags (no need to move them from shelves to basket to belt/scanner to shopping bag)—that’s it! The next time shoppers touch their products is when they return home. 

Kudos #3 – It is faster and more efficient than self-checkout alone because shoppers can scan barcodes right at the shelf, simply entering the number of items taken. We all know how hard it can be to find barcodes on packaging. With self-service scanners, these are no longer needed because barcodes can be scanned from the tags on the shelf. 

Kudos #4 – There are no checkout lines! Why? Because paying takes 15 seconds. Shoppers checking out are not searching for barcodes on packages or moving products from baskets to bags (this is done while shopping).


The self-service scanner innovation is not rocket science, nor is it especially new. But one need not reinvent the wheel to make major improvements. So, kudos to Rimi for making our lives easier! Psst—if you own a store and want to provide better service to your customers, we can help.

More about Rimi

Rimi Baltic is one of the leading retailers in Baltic States and is represented in Estonia, Latvia and Lithuania.  They are part of ICA Gruppen – leading retail organization in the Nordic region with more than 270 stores and 12 000 employees. In Baltics they operate with five food retail store formats – Rimi Hypermarkets, Rimi Supermarkets, Mini Rimi, Express Rimi and E-commerce.

– Rimi Eesti Food with more than 80 stores (https://www.rimi.ee/) 
– Rimi Latvia with more than 125 stores (https://www.rimi.lv/)
– Rimi Lietuva with more than 60 stores (https://www.rimi.lt/)

Rimi Baltic Group Headquarter office is located in Riga, Latvia

To discuss self-service solution possibilities for your business, please get in touch with us today, and one of team members will be more than happy to advise you!

More money is spent using self service kiosks

McDonald’s was one of the first to massively switch to self service oriented customer service and shows no sign of stopping.

McDonald’s has reported a 6% increase in sales after introducing self-service order. Business Insider, 2017

At the moment using the benefits of technology has reported a 6% increase in sales but McDonalds isn’t the only fast food chain to consider giving customers more control over their orders using technology –Burgers & Ribs” joint called Chili’s introduced self-service tablet ordering and increased dessert orders. Cinema industry example from Cinemark had concession spending per person climb for 32 straight quarters” thanks to self service concession kiosk introduction in the US. And this is not only happening in kiosks, also online food orders can do magic as Taco Bell’s new food ordering app generates a 20% increase in average order. This is easily achieved with additional purchases and suggested up-sells – the device never forgets to offer a drink for your meal, additional source or dessert.

Why do people prefer self service over human interaction?

Touchscreen has the luxury to show images of the order with detailed info about what is included. Also the client has no friction of requesting this info with a simple tap, while asking a lot of questions while there is a queue behind you might not be the case because of social pressure. Since customers can see their own orders it significantly cut down mistakes.

Research done at the Rotman School of Management, Duke’s Fuqua School of Business, and the National University of Singapore did a research where they found that people buy less goods that have hard-to-pronounce titles because they do not want to sound silly. Using self-service in this situation helped to enjoy a 8.4% increase in sales. The researchers concluded that consumers might fear being misunderstood or appearing unsophisticated in front of the clerks. Self-service helps to remove the social friction.

New Tillster research reveals that in the past three months 25% of restaurant customers have used a self-ordered kiosk at a restaurant — up 7% year-over-year. Moreover, more than 65% of customers said they would visit a restaurant more often if they provided self-service kiosks, and 30% of customers prefer to order from a kiosk over a cashier if the lines were of the same length.

To sum up

There are multiple reasons why self service kiosks are loved by clients and why it is a valuable investment by companies.

Key takeaways:

  1. Self service will increased revenue and average order size
  2. Because kiosk will never forget to upsell or cross-sell
  3. It cuts costs for business
  4. It has no training costs
  5. It will not require a salary increase or leave to work for a competitor 🙂
  6. No fraud possibility 
  7. Current staff members can be moved to more crucial areas of the venue or used for custom (specific) orders
  8. Enhanced order accuracy
  9. Less queues and faster user experience

To discuss the benefits for your self service kiosk, please get in touch with us today, and one of our friendly experts will be more than happy to advise you!

9 tips how to design perfect UX for self service kiosk

Each self service project is unique – it can be affected by environment around the kiosk, also the product or service one is trying to sell, the client expectations matters but here are the most important user experience designing tips and tricks we have learned from analysing our and other projects:

  1. Make it dead simple. Because I said so and simplicity sells 🙂  Don’t add features unless they’re genuinely needed. Revise and make it more simple.
  2. Bigger is better 🙂 Make buttons large, forms large, everything large. You do not want to annoy clients in public when they cannot press the button or field. Consider increasing the clickable areas also around the objects for a few pixels as well.
  3. Minimise hand movement. Make sure that users do not need to touch the top/bottom/left/right of the screen after each step. Minimal hand movement is key to success when we speak about screens larger than 20’’ (remember that this is very different from mobile UX where almost any user can reach any corner of the screen with a thumb).
  4. Consider the average height of the user (Pro tip – kids tend to be shorter than adults for example and cannot reach the products on top) and do not forget about accessibility features. This should be considered at the beginning.
  5. Avoid typing. Typing on a kiosk is annoying. Autocomplete or suggestions could be a solution to make it more comfortable if unavoidable
  6. There is no hover. Objects that are clickable should look clickable because there is no pointer or hover effect. Also non-clickable objects should not look like one 🙂 
  7. Consider the environment. Light places can be fixed with a higher brightness screen but it should come together with more contrast as well. While sound can be of great assistance to users but it can annoy some users or be missed in loud places.
  8. No search. If you think you need a search most probably the UX is bad. Users usually give up than use search because of reason #5.
  9. Auto log-out. Users do not close their sessions at kiosks but simply go away. To avoid the next user a bad experience, integrate auto log-off or sensor that detects when to start a new session.

To discuss the various UX options for your digital kiosk, please get in touch with us today, and one of our friendly experts will be more than happy to advise you!

Tapbox @ CalvinAyre.com

Tapbox Cofounder Jēkabs Endziņš interviewed by CalvinAyre.com’s Stephanie Raquel, explaining why the self-service terminals are getting more popular.