Asda's newly appointed CEO, David Potts, has announced changes to the shopping experience with "immediate effect," including opening more full-service checkouts.
Potts, who was appointed CEO of the 'Big Four' chain this month, has sent out "a call to action" to the firm's 1,100 store managers to fix areas that matter most to customers. He advised that the current store experience is "making it harder than it should be" for customers to find what they want.
Changes to Checkouts and Store Experience
The biggest change will include opening more full-service checkouts, allowing customers doing larger shops to access help from store colleagues. With "immediate effect," stores will ensure that staffed checkout tills will be open more of the time and always available from at least 8am, alongside self-scan checkouts and scan and go checkouts with colleagues available to assist.
Asda is said to currently operate 3,400 full-service checkouts, 8,100 self-scan checkouts and 2,000 Scan & Go checkouts across its entire UK network, including superstores, supercentres, supermarkets, Asda Living and standalone George stores.
Focus on Shop Floor and Product Availability
Alongside plans for more staffed checkouts, the CEO has also called for General Managers to spend more time on the shop floor to help assist colleagues. This will also allow them to make sure the store is "in good shape for customers throughout the day."
The final area will be on store product availability. Potts has urged for more items to be displayed on shelves and presented well, helping customers to find exactly what they are looking for when they visit.
CEO's Statement and Context
Speaking from Asda's store in Pudsey on his first day as CEO, David Potts said: "More than anything Asda shoppers want great value which is why the business has invested to get back on the pitch when it comes to low prices. But visiting stores as a customer over the last few weeks has shown me we aren’t as focused on the rest of the shopping trip as we need to be. We’re making it harder than it should be for customers to get what they want, move around the store and pay for their shopping."
He added: "We need to change that, starting now, which is why I’ve instructed all our General Store Managers to open more full-service checkouts, spend more time on the shop floor and get more product on shelves and well-presented throughout the day. The shopping trip is everything and by making Asda easier to shop so customers can find what they came for and get through the checkouts easily, they’ll come back and shop more with us. I’ll be out in stores again this week and over the weekend listening to customers to see how we’re doing, and making sure our colleagues have what they need to deliver the improvements our customers expect."
The announcement comes as self-service checkouts are becoming increasingly more common across Great Britain, having been widely adopted by fellow supermarkets including M&S, Tesco and Lidl, alongside high street retailers such as Primark. In related news, Asda announced in October that it is piloting a new foundation apprenticeship programme for young people not currently in employment, education or training (NEET), dubbed 'Asda Roots', aimed at welcoming 16 young people aged between 18-21 years-old into the workforce.
