Morrisons faces mounting staff backlash to efficiency app rollout

The retailer began a phased rollout of the app in July across its store estate, after trialling the tracking app in “a few of its stores” in May. But, as more stores and regions begin using the app, staff have become increasingly critical of the rollout.

Staff have taken to Reddit, and the r/Morrisons thread, which has been inundated with commenters criticising the app and the supermarket for implementing it.

Many of the comments say the app has had a bad effect on morale and increased pressure on staff. Others have questioned how much the app cost to develop and roll out, while complaining about their own hourly pay.

A number of posters have also questioned why head office and senior management aren’t being tracked and questioned whether the app would collect more personal data points, such as tracking toilet breaks, or would make allowances for more elderly staff or those with physical disabilities.

“Does this mean you now have to tell every time you go to the toilet, every time you go for a break, any time you’re doing something that is taking you away from putting out stock?” one poster commented.

A Morrisons spokesperson said that “obviously” staff who require more support will be given it, and that the app rollout is about “digitising” procedures that have been used by the supermarket previously. They also said the app wouldn’t be used to single out any individuals, but would instead be used to help store managers better understand their own stores. 

“We trialled the app in a number of stores before the full rollout began and the feedback from both colleagues and managers in those stores was that this ‘real-time’ data was incredibly helpful. Not only does it identify where additional support and training may be required but it also ensures we have fair, consistent and standardised ways of working so we can improve the customer experience,” they added.

“The app uses exactly the same principle as a ‘pick rate’, which is already used in our online operations or the ‘scan rate’, which is used on our tills. Both of those have been in place for a number of years and this new tool applies the same principles to our shop floor tasks. We will continue to listen to our colleagues and take their feedback on board as we roll the app out.”