In a significant move, Morrisons is set to roll back its self-checkout systems in response to customer feedback, while Asda is investing heavily in workers to enhance the in-store experience. This shift highlights a renewed focus on human interaction at tills, with both supermarkets aiming to improve customer satisfaction and loyalty.
Morrisons, one of the UK’s largest supermarket chains, has announced a major shift in its checkout strategy by reducing the number of self-service machines across its stores. This move comes after the company acknowledged that it had “gone a bit too far” with the introduction of self-checkouts, a decision that has had mixed reactions from customers.
Chief Executive Rami Baitieh explained that while the increase in self-checkouts initially boosted workers productivity, it also led to higher shoplifting rates and dissatisfaction among shoppers, particularly those with large trolleys. In light of this, Morrisons has decided to reintroduce more manned tills in a bid to enhance the overall shopping experience. The first phase of this initiative will see around 20 stores reducing their self-service terminals, with one branch in Brough, Yorkshire, already replacing four self-checkouts with manned tills.
Morrisons’ decision reflects a broader trend in the retail industry, where customer service and human interaction are being recognized as key drivers of loyalty. The supermarket is not alone in this approach; Asda, another major player in the UK grocery sector, is investing £30 million to increase staffing at checkouts. According to Asda’s Chief Financial Officer, Michael Gleeson, the investment focuses on getting more colleagues back onto tills, enhancing the customer experience without expanding the number of checkout points.
Similarly, Booths, a regional supermarket chain with 28 stores, has nearly eliminated self-checkouts in favour of fully staffed tills. A spokesperson for Booths stated that the decision was driven by a commitment to delivering a superior customer experience, bolstered by feedback from shoppers. The only exceptions are two stores in the Lake District, where self-checkouts will remain available during peak times to cater to customer needs.
The Customer Experience Dilemma: Balancing Technology and Human Interaction
The rise and subsequent re-evaluation of self-checkout systems in supermarkets underscore a critical challenge: balancing technological efficiency with the personal touch that many customers still value. A recent study from Drexel University, published in the Journal of Business Research, found that self-checkouts, despite their speed and convenience, could negatively impact customer loyalty, particularly when used for larger purchases. The research suggests that the lack of human interaction at self-checkouts leaves some shoppers feeling underwhelmed and less connected to the store, leading to a decline in their likelihood to return.
Professor Dr. Yanliu Huang, who led the study, emphasized that while self-checkout systems offer practical advantages, they can also diminish the shopping experience when not carefully managed. The study’s findings indicate that customers are more likely to remain loyal to stores where they experience personalized service, particularly at the point of checkout.
The Road Ahead for Supermarkets
As Morrisons, Asda, and Booths take steps to reinvigorate the manned checkout experience, other retailers may well follow suit. The message from consumers is clear: while technology plays a crucial role in modern retail, it should not come at the cost of human interaction. The recent decisions by these supermarkets to invest in staffing and reduce reliance on self-checkouts reflect a broader industry trend toward prioritizing customer satisfaction and loyalty.
For retail workers, these developments are a positive signal. The move away from automated systems in favour of more manned checkouts could translate into better job security and more opportunities for staff to engage with customers directly. This shift also highlights the ongoing importance of customer-facing roles in the retail sector, even in an era increasingly dominated by digital solutions.
As supermarkets continue to navigate the balance between technology and a workers touch, the outcome of these changes will be closely watched. For now, it seems that the return to more staffed tills is a welcomed step for both shoppers and workers alike.
The Workers Union Says…
“The return of manned checkouts in supermarkets like Morrisons, Asda, and Booths underscores the critical role that workers play in delivering a positive customer experience. As these companies recognize the value of human interaction, it’s a reminder of the importance of investing in staff, ensuring job security, and maintaining high levels of service across the retail sector.”
