Physical checkouts are fading fast as more major brands jump on the concierge experience in retail trend.
No more clunky registers or long lines – now it’s all about smooth layouts, iPad checkouts, and chill vibes. Retailers are ditching counters and building experiences instead of just sales.
Take Glossier, for example. They’ve scrapped old-school cash registers completely. Shoppers browse at their own pace, and when they’re ready to check out, it happens right there with a roaming associate and an iPad. According to Emily Lewis, Glossier’s General Manager, it’s all about flow. “We don’t want to just be a salesy beauty counter. We want to connect.”
Here’s how some top brands are rethinking the checkout experience:
| Brand | What They Changed | Customer Impact |
|---|---|---|
| Glossier | No physical counters, circular layout, POS anywhere | Relaxed, no-pressure checkout |
| Velvet by Graham & Spencer | iPads instead of registers, lounge-style browsing | 40% increase in point-of-sale buys |
| Mejuri | One associate from try-on to purchase, jewelry displayed openly | More personalized service |
| Sam’s Club | Replacing self-checkout with Scan & Go only | Mixed response; many customers upset |
| Walmart | Limiting self-checkout by hours or membership | Faster lines, but more restrictions |
| Target | 10-items-or-less express self-checkouts | Improved speed, reduced crowding |
What’s Working in the Concierge Retail Model?
- iPad checkouts mean staff can walk around and help customers instantly.
- No handoffs, the same associate helps from start to finish.
- Open displays invite trying, touching, and exploring.
- Flow-focused store layouts create more chill shopping.
- Less rush, more experience.
At Mejuri, jewelry isn’t locked behind glass anymore. You try it, ask questions, and the same associate walks you through it all, even down to packaging the item and giving care tips. It feels boutique and thoughtful, not transactional. That’s concierge experience in retail, done right.
But not every store nails it. At Sam’s Club, things didn’t land so well. They’re phasing out self-checkouts and pushing everyone toward the Scan & Go app, which only works for card payments and smaller hauls. Shoppers weren’t thrilled. One person on social media wrote, “I don’t get paid to check myself out.”
Even Walmart and Target are experimenting. Walmart has restricted self-checkout access in some places to only Walmart+ members, while Target expanded its express checkout model to 2,000 stores, but only if you’re buying 10 items or less. Speed and theft reduction are the goals here, but some customers say it’s just more frustrating.
Angela Kendall, a retail strategy director, says it’s not about ditching registers just to be trendy, it’s about smart tech that saves time and creates better interactions. If the associate knows how to use the tech and understand the customer, that iPad becomes more than just a gadget, it becomes a tool for better shopping.
Still, the concierge experience in retail isn’t a one-size-fits-all solution. It works great for beauty and boutique brands, where the vibe is everything. But if you’re hauling 40 items at Sam’s Club or trying to pay in cash, you might just want that old-school cashier.
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