{"id":22990820,"date":"2026-01-27T17:34:29","date_gmt":"2026-01-27T17:34:29","guid":{"rendered":"https:\/\/dr-rainer-eckert.de\/?p=22990820"},"modified":"2026-01-29T12:55:37","modified_gmt":"2026-01-29T12:55:37","slug":"self-checkout-migros-1965","status":"publish","type":"post","link":"https:\/\/dr-rainer-eckert.de\/en\/self-checkout-migros-1965\/","title":{"rendered":"Once upon a time in Switzerland"},"content":{"rendered":"\n

Self-Checkout Migros 1965: Long before scanners, touchscreens and AI came to define the checkout area, Migros launched an experiment that was decades ahead of its time.<\/h2>\n\n\n\n

The Rolling Stones top the charts, computers fill entire rooms \u2013 and Switzerland\u2019s leading retailer launches the Self-Checkout Migros 1965<\/strong> project at its Zurich-Wollishofen store, an experiment that is far ahead of its time: Customers are expected to register their purchases themselves. Not by scanning, mind you, but by typing \u2013 on a mechanical keypad. These are known as self-register desks. And all of this takes place beneath a sign that serves both as a guiding principle and a statement of hope: \u201cTrust for trust\u201d.<\/p>\n\n\n\n

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\"Sign
Early signage for self-checkout areas at Migros<\/figcaption><\/figure>\n\n\n\n
\"Multiple
Experimental checkout area with mechanical SCOs<\/figcaption><\/figure>\n\n\n\n
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Self-Checkout Migros 1965: A pioneering experiment<\/h2>\n\n\n\n

The idea is as simple as it is bold. Shopping takes place as usual in the supermarket’s shopfloor. But instead of joining the checkout queue afterwards, customers independently add up their purchases at one of the self-register desks. With the receipt generated there, they proceed to the payment counter, where only the total amount is collected. No intermediate checks, no spot checks. The Self-Checkout Migros 1965<\/strong> experiment was based entirely on trust and on customers manually registering their purchases.<\/p>\n\n\n\n

From today\u2019s perspective, this may seem almost na\u00efve \u2013 from the perspective of the time, it was visionary. Migros installed no fewer than 14 self-register desks in its Zurich-Wollishofen store. The project attracted attention across Europe, was closely followed by the media and viewed with curiosity. A true real-world laboratory for retail. Or perhaps the first \u201cfuture store\u201d of its era \u2013 depending on how one looks at it. Anyone wishing to \u201cvisit\u201d this laboratory is recommended to watch two videos from 1965:<\/p>\n\n\n\n

SRF video: https:\/\/www.youtube.com\/watch?v=-rAXEy2szyU<\/a>
HR video: https:\/\/www.ardmediathek.de\/video\/hr-retro-oder-der-markt\/neue-wege-in-der-selbstbedienung\/hr\/NTNkMzQzNzktN2Q3NS00NDA5LWI4NTEtYWQwZjIyODc2YTYw<\/a> <\/p>\n\n\n\n

Also highly interesting is Migros\u2019 retrospective on its 100-year history (https:\/\/corporate.migros.ch\/de\/ueber-uns\/unsere-geschichte\/timeline<\/a>). The timeline begins in the founding year of 1925. The year 1965 includes a dedicated entry on the self-register desks (https:\/\/corporate.migros.ch\/de\/ueber-uns\/unsere-geschichte\/timeline\/vertrauen-gegen-vertrauen<\/a>).<\/p>\n\n\n\n

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\"Mechanical
Self-register terminal with manual keyboard for entering prices<\/figcaption><\/figure>\n\n\n\n
\"Customers
Customer-operated checkout process<\/figcaption><\/figure>\n\n\n\n
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\u201eHousewives, shop \u2013 shop\u201c<\/h2>\n\n\n\n

The tone of the era sounds unusual today, almost charming. In the above mentioned Swiss television report (SRF) – see first video link – the system is described as a \u201cnew sport for the housewife.\u201d Customers are asked whether they have the \u201ccourage\u201d to type in their purchases themselves. The answers are refreshingly honest:<\/p>\n\n\n\n