'Some shoppers dislike it, mainly when they have a full trolley'
Morrisons shoppers will notice a major change going forward after it revealed plans to remove some self-checkouts from its supermarkets, opting instead for more staffed tills.
Mr Baitiéh acknowledged that while the technology had increased staff productivity by freeing them up, it had also led to a rise in shoplifting. Approximately 20 stores will be part of the initial wave to reduce the number of self-service terminals. Booths, which has 28 stores, is making the move in all but two stores - which are based in Cumbria. The northern supermarket also has branches in Lancashire, Yorkshire and Cheshire.
The company told the BBC its philosophy since 1847 is to "sell the best goods available, in attractive stores, staffed with first class assistants". Shoppers felt abandoned without any assistance from staff at the till, reflecting poorly on the shop. The majority of stores have launched self-service checkouts, and they're meant to be faster, easier and slash costs.
They completed five studies indicating that shoppers were more likely to stay loyal to the store when using regular checkouts. Loyalty was demonstrated by an increased likelihood of returning to the shop in the future – yet more effort at the checkout, bag purchases and the expectation of being served by the store were negative outcomes of self-checkout and would diminish loyalty.
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