Balancing convenience with a high quality experience is the perennial retail challenge. For supermarkets in particular, the focus has shifted to self-serve in recent years – from mobile apps that enable scanning to self-serve checkouts – offering customers a quicker, frictionless option. But does the same experience work in a fashion environment? Or should the checkout experience within this environment be all about the social engagement of store associate and customer? From brand engagement to incremental sales, Alex MacPherson, solution consultant manager, Manhattan Associates explains, however they checkout, when it comes to fashion retail it is all about minimising customer ‘alone-time’ in-store