New self-checkout store opens at CherryVale Mall

Local News

ROCKFORD, Ill. (WTVO) — A new, cashier-less store opened at CherryVale Mall on Tuesday, one completely without employees.

The new Three Square Self-Pay Market is located on the lower level of CherryVale Mall, near Macy’s.

“I think this is fantastic,” said Meico Gowan, who was the first customer in the new store. “The whole process is very quick.”

The cashierless-store concept was popularized by Amazon’s Go stores.

“They say the economy is changing, jobs are going by the wayside. This is the future,” said shopper Evan Erickson. “It’s all technology and I’m glad to see it’s beginning in Rockford.”

The store is run by Serenity Market, a company started in 2002 by John Ward.

Serenity Market runs similar stores in four other states, including Ohio, Pennsylvania, West Virginia and Kentucky.

“I’m not inventing the wheel. I’m just taking advantage of it,” Ward said.

Without any employees on site, some have expressed concerns about theft at the store.

Ward says security measures are in place.

“Theft is actually pretty minimal and we can actually manage it,” Ward said.

Customer Service Manager Jennifer Onsgard added, “We do have 24-hour security and [shoppers will] be able to see themselves in the camera. There is someone there that can interact with them and ask questions.”

Buying something is simple: take the item, scan it, select the payment method, insert a debit card, and scan the item to deactivate the security tag.

Mall employees are enthusiastic for the new store.

Via Franklin, who manages the Sprint store, said, “Most of the time, a lot of our employees go outside the mall location to go to gas stations or stuff like that, and that could be time consuming.”

“It makes more options available, instead of just food court options, especially for mall employees, but also for people who are just walking through the mall,” Onsgard said.


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