Morrisons becomes latest retailer to make a self-checkout U-turn: Supermarket's boss admits it 'went a bit too far' with number of unmanned tills amid growing backlash
Morrisons has become the latest retailer to make a U-turn on its self-checkout policy with its boss admitting it 'went a bit too far' with the number of unmanned tills.
Rami Baitiéh, the chief executive of the company, said that it is 'reviewing the balance between self-checkouts and manned tills' as the company reveals plans to cut down on the numbers after installing too many.
It comes amidst a growing backlash against the technology, with northern retailer Booths announcing in November it was scrapping them and Asda announcing last week it was investing in staff instead.
But most of the big supermarkets have ploughed ahead with the controversial self-checkouts and expanded their use over recent years in the hopes of increasing efficiency and trimming costs.
However customers have been reporting frustrations with the machines, with many stating they prefer dealing with a human being when paying for their shopping.
The practice has also been attributed with the rise of 'middle class' shoplifting causing Morrisons, which prides itself on fresh produce and its fish and meat counters, to now re-evaluate the merits of the technology.
Morrisons has become the latest retailer to make a U-turn on its self-checkout policy (file picture of a Morrisons store in Bolsover)
Rami Baitiéh, the chief executive of the company, said that it is 'reviewing the balance between self-checkouts and manned tills' as the company reveals plans to remove some after installing too many
Mr Baitiéh explained that Morrisons came to the decision after it conducted an analysis of self-checkouts across its entire estate. Pictured: Morrisons self-service checkouts Holloway Road, Islington, London
Mr Baitiéh explained to The Telegraph that the supermarket came to the decision after it conducted an analysis of self-checkouts across its entire estate.
It reviewed stores and found 20 stores that must balance the number of self checkouts versus the number of tills.
Mr Baitiéh said for example at one store in Brough in Yorkshire, Morrisons had removed some of its self-checkouts and added four manned tills instead.
He said: 'Colleagues and customers are very satisfied with the change.'
A MailOnline poll revealed last year that four out of five readers prefer staffed checkouts to self-service tills.
The change in policy from Morrisons comes after Asda announced last week it was spending £30million on extra staffing hours to keep shelves fully stocked around the clock and to increase the number of workers on checkouts.
Asda's boss told the Telegraph at the time: 'I think we have reached a level of self-checkouts and scan-and-go where we feel that works best for our customers.
Upmarket supermarket chain Booths became Britain's first to return to fully-staffed checkouts in November
Morrisons decision comes amidst much debate on the benefits of self-checkouts for retailers (file image)
Asda said last week it is investing £30million in staffing hours to ensure its checkouts are staffed more often at peak times
Asda said it will not replace self-service tills with manned units - but will ensure the remaining old-fashioned checkouts are readily staffed more often
'We have invested additional hours in manned checkouts and that’s been within the existing physical infrastructure (of the stores). It’s not more checkouts, it’s more colleagues on checkouts.'
The supermarket may be hoping a promise to better man its remaining tills will entice customers back as it loses its grip on the market.
It is battling for supremacy with Tesco, which has more than double the market share, and German discounter Aldi, which is eating away at its customer base.
But there is a growing rebellion against the use of self-service tills in British supermarkets - with one independent chain Booths which has been dubbed the 'northern Waitrose', dropping them from all but two of its stores in November.
Bosses at supermarkets including Sainsbury's and Tesco have tried to claim shoppers love using the self-service tills despite their widespread unpopularity and the ever-present fear of an 'unexpected item in the bagging area'.
Ken Murphy, Tesco’s chief executive, defended the technology last year, insisting: 'We genuinely believe, at the end of the day, it provides a better customer experience.'
Morrisons, which prides itself on fresh produce and its fish and meat counters, has now re-evaluate the merits of self-service technology
Earlier this year, Sainsbury's boss Simon Roberts claimed 'a lot of customers like the speedy checkout' despite the chain imposing security gates that require shoppers to scan their receipts in order to exit, in a bid to combat shoplifting.
Meanwhile Morrisons's new policy on self-checkouts comes amidst changes in leadership at the company.
The new boss Mr Baitiéh joined in November last year and has kicked off an ambitious turnaround plan at the Bradford-headquartered grocer in a bid to restore it to prominence.
Lebanon-born Mr Baitiéh is a former French Air Force colonel who spent almost 30 years at French retail chain Carrefour and has promised to 'reinvigorate' the supermarket.
He has even put his own email address on the company’s website so he can listen more closely to the needs of customers.
His turnaround plan has seen Morrisons begin matching both Aldi and Lidl on price in reaction to their increasing market share.
Morrisons has also been trying to open more convenience stores, with plans to run 2,000 across the UK by 2025.
