Too Much Tech: Morrisons to Bring Back Staffed Checkouts After Customer Backlash

Morrisons’ CEO, David Potts, recently admitted that the supermarket may have gone "too far" in its adoption of self-checkout systems, acknowledging that this move has caused frustration among customers.

Potts explained that the intention behind increasing the number of self-checkouts was to enhance efficiency and streamline the shopping process. However, this shift inadvertently alienated some customers who value personal interaction with staff.

He stated, "We probably went too far down that road," recognising that many shoppers still appreciate and seek out human interaction during their shopping experience.

The feedback from customers highlighted a desire for a more balanced approach, where both technology and traditional service are available.

In response to this feedback, Morrisons plans to reintroduce more staffed checkouts in their stores to better meet customer expectations.

This adjustment reflects a broader industry trend where retailers are recognising the importance of maintaining a human element in customer service. Potts’ admission and the subsequent changes Morrisons is planning underline a shift towards prioritising customer experience over mere operational efficiency.

This move is expected to improve customer satisfaction and potentially bolster loyalty as shoppers feel their needs and preferences are being more carefully considered.