Morrisons has announced significant changes to the way shoppers pay for their items, as the supermarket chain’s boss admitted they had “gone too far” with self-checkouts. CEO Rami Baitih revealed plans to reduce the number of self-checkouts across Morrisons stores. He acknowledged that the rise of self-checkouts had led to more shoplifting, and while they drove productivity, some shoppers found them inconvenient, especially with a full trolley.
The decision to scale back self-checkouts and reintroduce manned tills followed a comprehensive analysis of Morrisons’ store network. The supermarket has already started removing some self-checkouts and adding manned tills in their place, with a positive response from colleagues and customers at a store in Brough, Yorkshire. Other major supermarket chains have also adopted self-scanning technology over the past decade to streamline the shopping experience and cut labour costs.
Asda recently announced a shift towards manned checkouts by investing £30 million in increasing staff hours. The retailer believes they have found the right balance with self-service technology and are focusing on enhancing the customer experience with more colleagues on checkouts. Similarly, Booths, an upmarket grocer with stores mostly in the north of the country, has removed almost all self-service checkouts in favour of a more personalised customer service approach.
In the US, Dollar General has also reduced its reliance on self-scanning technology after facing issues with customer experience and theft. The trend of moving away from self-checkouts highlights the importance of providing excellent customer service and addressing the limitations of technology in retail settings. Retailers are recognizing the value of human interaction in the shopping process, leading to a reevaluation of self-service options.
These changes in the retail landscape reflect a strategic shift towards a more customer-centric approach, aiming to enhance the overall shopping experience and address the shortcomings of automated systems. By prioritising customer satisfaction and service, supermarkets are adapting to meet evolving consumer preferences and needs in the ever-changing retail environment.
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