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Scan while you shop, and other technological advances to get you checked out faster.

In February, San Antonio-based H-E-B invited customers to try out a new scanning “tunnel” for the first time at its McCreless Market location on South New Braunfels Avenue.

The company spent about three years developing the so-called Fast Scan technology, which lets cashiers at the end of the register focus on bagging the already-scanned items, said Jaren Shaw, H-E-B’s vice president of customer service. She said the company is in the “very early stages” of testing the checkout system and will wait to decide on expanding the concept.

“We were introduced to the concept of 360-degree item scanners in Europe a few years ago and have been watching the technology emerge since then,” Shaw said in a statement. “H-E-B took an inclusive approach and developed the checkout fixture based on feedback from customers” and employees.

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Like H-E-B, Wal-Mart cited customer feedback as the catalyst behind the development of its mobile scanning app that it has piloted at more than 200 locations across the U.S.

The Bentonville, Ark.-based retailer offers its Scan & Go service at stores in the Austin, Dallas and Houston areas.

There, shoppers can scan items on the Wal-Mart app, which then transfers the shopping list to one of the store’s self-checkout registers so customers can pay without re-scanning the products.

Wal-Mart plans to roll out the app to other mobile devices in the near future, spokeswoman Hardie said.

“We began testing the feature late last year in two markets, and so far this year, more than half of our customers have come back to use the technology a second time,” she said.

Recently, H-E-B has pulled the self-checkout registers from some stores.

“H-E-B’s top priority in checkout is to offer the best customer service while getting our customers through the line quickly,” spokeswoman Dya Campos said in an email. “We are not completely satisfied with the technology of self-checkout and the satisfaction of our customers as they interface with it.”

Eliminating self-checkout lanes follows a trend in other supermarkets. Wal-Mart is going the other way, with more reliance on self-checkout. That figures, since it means they can pay less on labor, which is the Wal-Mart way. That said, I like the idea of being able to scan purchases with one’s cellphone while shopping, so that when you’re done all you have to do is pay. Someday, that will be handled by your smartphone, too. I think that’s great as an option, but it’s not going to be for everyone, and it will be smart of retailers to give people more than one way to do it. What do you think?

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