Morrisons boss David Potts has re-introduced staffed express tills in all its supermarkets in his latest bid to improve customer service.
Two express lanes will be brought into each of the retailer’s 504 supermarkets this week. Chief executive Potts said the tills, which will serve customers buying 10 items or less, “will offer a quick and personal service, helping to keep queues low and improving thousands of shopping trips”.
It marks Potts’ latest move in his plan to regain trading momentum at Morrisons’ core supermarket estate. He has placed customer service at the top of the agenda as he bids to improve footfall and sales.
In March, Morrisons said it would stop using its infra-red Intelligent Queue Management technology in favour of checkout teams using their experience to determine when checkouts should be opened and closed.
Earlier this month, Potts unveiled plans to axe 720 head office roles and invest in creating 5,000 new customer-facing positions to improve customer service, increase availability and open more checkouts.
And last week the supermarket giant unveiled a new bonus scheme for all staff based on customer satisfaction levels at its stores and Potts aims to drive up standards.
“These checkouts – and our very helpful staff – will offer a quick and personal service, helping to keep queues low and improving thousands of shopping trips.”
David Potts, Morrisons
Morrisons bosses said the latest move to re-install express lanes would mean customers with a small shop will not have to queue behind shoppers with larger trollies full of groceries.
The lanes will be introduced across Morrisons’ superstore estate. One will be operational from 8am until 8pm, with both lanes open during peak shopping periods from 12pm to 2pm and 4pm to 6pm.
Potts said: “We’re listening hard to our customers and responding quickly wherever possible. If customers from time to time do smaller shops, they want to get in and out of our stores quickly.
“We are responding by introducing express checkouts, which shoppers with 10 items or less can use. These checkouts – and our very helpful staff – will offer a quick and personal service, helping to keep queues low and improving thousands of shopping trips.”