British grocery store chain Booths is making a bold move in response to customer feedback by removing nearly all of its self-checkout kiosks. The upscale grocery store chain, with most of its 28 locations in northern England, is bucking the self-checkout trend that has been embraced by major U.K. grocery chains like Tesco and Sainsbury’s.
Booths managing director Nigel Murray explained to the BBC, “We like to talk to people and we’re really proud that we’re moving largely to a place where our customers are served by people, by human beings, so rather than artificial intelligence, we’re going for actual intelligence.” He added that customers found the self-scan machines to be slow, unreliable, and impersonal, leading to the decision to remove them.
The move away from self-checkout lanes by Booths comes as other major retailers in the U.S. and U.K. reevaluate their use of the kiosks. Walmart recently removed self-checkout lanes from several stores in Albuquerque, New Mexico, due to losses from theft, and Wegmans backed off a popular self-checkout app for the same reason.
While Booths is eliminating most of its self-checkout lanes, the company is keeping them at two of its busiest stores located in the Lake District to accommodate the influx of tourists during the summer months.
In a time when efficiency and convenience are often prioritized in retail, Booths is standing out by prioritizing customer service and human interaction. Gerald Storch, CEO of Storch Advisors and former Toys R Us CEO, commented on the importance of balancing technology and customer experience in retail, emphasizing the unique approach Booths is taking.
As retail crime continues to be a concern for businesses, the decision to remove self-checkout kiosks may also be a strategic move to minimize losses and improve security. With the retail landscape constantly evolving, it will be interesting to see if more retailers follow in Booths’ footsteps and opt for a more personal, human-centric approach to customer service.