Over the past two decades, self-checkout tills have become a familiar sight in British supermarkets, with the number of self-scan stations in the UK now at around 80,000. These tills were introduced as a time-saving alternative for customers eager to skip queues and get on with their day, appealing especially to younger, tech-savvy shoppers. However, some major supermarket chains are beginning to question the widespread adoption of self-checkout, with industry leaders and customers alike re-evaluating the technology’s place in the shopping experience.
A Move Back to Staffed Checkouts
Recently, supermarkets such as Asda and Morrisons have signaled a shift away from their heavy reliance on self-checkouts. Morrisons, one of the UK’s largest chains, acknowledged that it “went a bit too far” with self-service technology. Chief Executive Rami Baitiéh shared that while self-checkouts have driven productivity, they’ve also led to frustration, especially for customers with full trolleys who find the experience inconvenient. Morrisons is now “reviewing” the number of self-service stations in its stores and plans to bring back more staffed tills. Similarly, Asda announced it would increase the number of staff at its checkouts after hitting what it described as the “limit” of self-checkout’s effectiveness.
The upmarket northern chain Booths has gone a step further, choosing to eliminate self-service tills altogether. Booths cited customer dissatisfaction as the primary reason, with common complaints including “unexpected item in the bagging area” alerts and a lack of assistance when problems arise.
Customers Speak Out
The BBC recently spoke with shoppers at various supermarkets, revealing a split in preferences. While some enjoy the speed and convenience of self-checkout, others find it cumbersome and impersonal. Emma Jones, a shopper at Asda, recounted her frustrating experience with self-checkout, sharing that her first attempt took over 20 minutes as she struggled to operate the technology without any available assistance. “I’m glad some retailers are getting rid of it,” she commented, adding that she felt overlooked as a customer due to the lack of staff.
A shopper at Tesco expressed a similar sentiment, explaining that she preferred waiting in line at a staffed checkout rather than dealing with the challenges of self-checkout, particularly in stores where cameras are installed to monitor transactions.
Challenges for Retailers: Theft and Customer Experience
The rise in theft incidents involving self-checkout has added to the burden on supermarkets, as the technology often lacks the direct oversight of staffed tills.
On the other hand, some supermarket giants, like Tesco, have maintained that providing customers with the choice between self-checkout and staffed tills is essential for catering to different preferences. Tesco has invested in technologies such as cameras at self-checkouts to reduce theft risks while offering a self-service option for shoppers who prefer a quicker, more independent experience.
The Role of Generational Differences
Interestingly, younger shoppers are reportedly more receptive to self-checkout options. Generation Z, often characterised as more tech-savvy and independent, is the demographic most likely to opt for self-scan. Many in this age group find self-checkout straightforward, and they appreciate the efficiency it brings. However, for older shoppers or those less comfortable with technology, the process can be a daunting one, leading some retailers to reconsider their offerings.
Looking Ahead
The debate over self-checkouts reflects a larger shift in retail as supermarkets aim to balance technology-driven efficiency with the desire for personal service. As Morrisons, Asda, and Booths reconsider their self-checkout strategies, other supermarkets may watch closely to see if reintroducing staffed tills leads to improved customer satisfaction and reduced theft. The retail industry is continually evolving, and supermarkets are likely to explore hybrid solutions that cater to both tech-savvy, self-sufficient customers and those who prefer a more traditional shopping experience.
Whether other retailers will follow suit remains uncertain, but the latest moves by industry leaders suggest a possible peak in the self-checkout trend. As consumer preferences evolve, supermarkets must strike the right balance between technology and the human touch to retain loyal customers.