Morrisons Reduces Self-Checkouts After Customer Backlash

Morrisons has announced a significant shift in its self-checkout policy, with CEO Rami Baitiéh acknowledging that the retailer may have overextended its use of unmanned tills. The company is currently reviewing the balance between self-service and staffed checkouts, responding to customer feedback that indicates a preference for human interaction during the checkout process. This decision comes in light of rising frustrations among shoppers, who have expressed a desire for more traditional checkout options. The increase in self-checkouts has also been linked to a rise in shoplifting, particularly among middle-class customers, prompting Morrisons to reevaluate the effectiveness of this technology. A recent review identified 20 stores that will need to adjust their self-checkout and manned till ratios. A MailOnline poll from last year revealed that 80% of respondents favored staffed checkouts over self-service options, highlighting a growing discontent with the current trend. Morrisons' policy change follows Asda's recent announcement of a £30 million investment in additional staffing to enhance customer service and maintain stock levels. Asda's leadership emphasized the importance of having more colleagues available at checkouts rather than simply increasing the number of self-service options. This sentiment is echoed by other retailers, with some, like Booths, opting to reduce self-checkouts altogether. As Morrisons navigates these changes, Baitiéh, who took the helm in November, is implementing a turnaround strategy aimed at revitalizing the brand. He has made customer engagement a priority, even providing his email address on the company website to facilitate direct communication with shoppers.