Trigo's Oliver Baggaley talks cities taxing self-service checkouts as Liège in Belgium makes move
The automation debate isn’t just a technical one, it also has social and economic overtones. So says Oliver Baggaley, who recently left Ahold Delhaize to join Trigo.
Baggaley was speaking in the aftermath of the Belgian city of Liège deciding to introduce a new annual tax of €519 per self-service checkout, starting in 2026.
This measure, which aims to boost city revenues and protect local jobs, has drawn fierce criticism from Comeos, the Belgian federation of commerce and services, which labelled it as ‘punitive and counterproductive’.
In a LinkedIn post, Baggaley said: “What happens when a city taxes self-service checkouts? Liège in Belgium is introducing a €519 annual tax per self-checkout machine, arguing it protects jobs and local businesses. I find it a really interesting development - and a reminder that the automation debate isn’t just technical, it’s social and economic too.”
He added: “While I understand the logic behind the tax, it feels like a blunt instrument. Why do retailers adopt self-checkout? Often it’s less about replacing people, and more about finding them. Labour shortages are real - particularly in food retail - and automation helps keep stores running smoothly.”
He concluded: “What about the customer experience? Many shoppers prefer self-checkout. A tax that discourages automation could add friction for customers and costs for retailers, ultimately leading to higher prices.”
“And the business impact? Food retail already runs on razor-thin margins. For national players, automation is part of network wide efficiency; for independents and franchisees, it’s often about survival. A one size fits all tax risks penalising both.”
“As automation becomes more integrated into retail operations, I think we’ll see more of these conversations - balancing efficiency and innovation with social responsibility. How should cities, retailers, and consumers strike that balance?”
Agree? Disagree? Let us know your thoughts in the comments section below.
2025 RTIH INNOVATION AWARDS
Self-service technology was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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