A MAJOR supermarket chain has become the latest to overhaul its self-checkout experience, introducing a new system aimed at transforming how shoppers handle their weekly food shops.
Marks & Spencer has begun rolling out “assisted belted checkouts” to 45 of its Food Halls, with plans to expand the technology to even more locations in the near future.
This new checkout system, designed to accommodate larger trolley shops, includes a conveyor belt and is as spacious as a traditional manned checkout.
The self-checkouts, which are designed to accommodate larger trolley shops, include a conveyor belt and are as spacious as a traditional manned checkout.
M&S’s move follows a successful pilot of the technology in its London Colney store in 2022, and the decision to introduce the innovation at more locations comes after positive feedback from customers.
“We help our customers shop when, where, and how they want by providing a choice of manned checkouts and self-service tills,” an M&S spokesperson said.
“We always have a colleague on hand to help customers with their shopping.”
The retailer emphasised that while the new self-checkouts will be available, staffed tills will still be an option for those who prefer to be assisted by a member of staff.
The new “assisted belted checkouts” are now live in a number of M&S Food Halls, including the one in Shoreham, West Sussex, where six of the new tills were recently installed alongside four traditional staffed checkouts.
These will cater to customers who want more space to unload and pack their shopping.
According to M&S, more than one in five transactions in stores with these tills are now made through the self-checkout option.
But the introduction of larger self-checkouts is not without controversy.
As the rollout continues, some shoppers may find the change divisive.
While the new tills could streamline the shopping experience for those looking to quickly scan and pack their items, many may feel alienated by the reduction in staffed tills.
This is especially true for older customers or families with young children who often rely on assistance when checking out.
The changes come as other supermarkets, such as Sainsbury’s, have also started experimenting with similar self-checkout innovations.
Sainsbury’s has been trialling hybrid tills with moving conveyor belts designed to accommodate larger trolley shops.
This move, introduced in select stores in Witney and Cobham, is similar to M&S’s new self-checkouts.
However, it too could lead to mixed reactions from shoppers.
For some, the convenience of larger self-checkouts is undeniable.
Customers who are comfortable with scanning and packing their own groceries may find the process faster and more efficient, especially if it eliminates the need to wait in line at a staffed checkout.
But for others, especially those who prefer human interaction or require assistance, the increase in self-checkouts could lead to longer waiting times at the remaining manned tills.
Sainsbury’s has also introduced other self-service innovations, such as digital touch-screen stations that allow customers to find products and even view recipes.
These additions are part of the company’s broader strategy to reduce staffing costs while still offering customers convenience.
But as Sainsbury’s chief executive Simon Roberts has emphasised, the supermarket will continue to maintain at least one staffed checkout per store to ensure a mix of options for shoppers.
Critics of self-checkouts argue that they often reduce the number of staff available to assist customers, which can be especially problematic during peak hours.
Some customers have also expressed frustration with the technical issues that can arise when using self-service tills, from faulty scanners to unhelpful prompts that delay the checkout process.
On the flip side, proponents of self-checkouts point out the increased speed and efficiency for those who are comfortable with the technology.
As Sainsbury’s noted in its trial of hybrid tills, many customers appreciate the opportunity to scan and pack their own items without needing to wait for an employee to process their shopping.
In addition to the checkout changes, M&S is also introducing an “online food catalogue” to further enhance the in-store shopping experience.
This initiative is designed to promote product discovery and ensure customers can find out if their desired items are in stock at their local store.
