CHECK IT OUT RALPHS INTRODUCES SELF-SCANNING SYSTEM.

Byline: Naush Boghossian Staff Writer

SANTA CLARITA - There were looks of confusion, concentration and some frustration Sunday on the faces of those who braved the new self-checkout system at the Ralphs grocery store, but all inevitably turned to smiles when they conquered the system.

``I feel stupid,'' said first-time user Raul Contreras, laughing, after completing checkout. ``But, it's very convenient once you learn it. I will definitely be using it again.''

The U-Scan Express self-checkout system, which was opened for use in the supermarket on the corner of McBean Parkway and Decoro Drive on Jan. 9, is the only one in a Ralphs store in Santa Clarita, and it is believed to be the first of its kind in the valley.

Ralphs debuted the system in its Del Mar store in May 2000.

The Valencia store became one of 11 Ralphs and Food 4 Less stores in California to offer the new technology as an alternative to the express lane.

``It is not intended to replace a live cashier,'' Ralphs Grocery Co. representative Terry O'Neil explained, addressing concerns that machines like the U-Scan will ultimately displace jobs. ``It's just another service for customers and it takes the pressure off the express lane.''

Customers become their own cashiers at the four self-checkout stations that operate with a touch screen, scanning and bagging their own groceries with guidance from visual cues and voice prompts. The machine accepts coupons and payment in cash, check, credit or debit cards.

``If you can use an ATM machine, you can do this,'' O'Neil said.

``I think it's great,'' Marcy Bregman said, although she hit a few snags during her first run through the self-checkout. ``It'll get us out faster.''

``It's a learning curve,'' said Ralphs employee Cathy Martin who was overseeing the self-checkout register. ``We're still teaching them.''

Kevin Hall, manager of operations for the store, said that the system is an added convenience for customers and allows them to save time.

``It's been well-received by the community,'' Hall said. ``They can get in and out.''

O'Neil explained that there are several security measures in place to prevent customers from attempting to pass items into the bag without scanning them.

In addition to a cashier monitoring all transactions with television monitors, the more than 30,000 items in the store have been weighed so the system will shut down if the weight of the items in the bag - which sits on a scale - doesn't match the scanned items.

``And we have other measures that I'd rather keep to myself,'' O'Neil said, citing that shoplifting has not been a problem at the stores.

O'Neil said that 15 percent to 18 percent of transactions in stores with the system are being conducted on the self-scan machines, surpassing their expectations.

``We'll roll them out aggressively, and as the year progresses, it will become commonplace,'' O'Neil said about the system that is prominent in the Midwest and Southeast. He explained that the system will never be available in all Ralphs stores because only the larger stores will be able to accommodate the machine.

The novelty of the new self-checkout system was not enough to lure some customers away from the traditional express lane.

After throwing a few apprehensive glances at the new system, customer Damon Brook decided to stay in the express lane, only saying, ``Maybe next time.''

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2 photos

Photo:

(1 -- color) Grocery shoppers at the Ralphs supermarket at McBean Parkway in Santa Clarita try out the new self-checkout line Sunday.

(2 -- color) Shopper Laura Shotzbarger swipes a credit card while using the new self-checkout lane at Ralphs supermarket.

Shaun Dyer/Special to the Daily News