Morrisons rolls out mini trolleys for child-friendly checkouts

Morrisons has rolled out child-friendly checkouts as one of its latest initiatives to improve the shopping experience for customers.

An avid reader of Grocery Gazette trials out the new Morrisons mini trolley initiative

Mini child-sized trolleys resembling the traditional adult versions have been launched in across its stores nationwide, as the grocery giant said it “welcomed” its younger shoppers joining in with the shopping experience

A spokesperson for the supermarket said: “We can confirm that we are introducing Child Friendly checkouts into our stores. We want customers of all ages to enjoy shopping at Morrisons and know our younger shoppers are often keen to help out at the tills so we welcome them to have a go next time they’re in our stores.”

It is not the first initiative the retailer has launched in recent months to improve customer experience.

Earlier this year, it installed ‘stop and rest stations’ offering shoppers to take a break during their food shop.

Last week, the grocer also extended its ‘Quiet Hours’ amid national autism acceptance week, with accommodating features including reduced sounds and dimmed lighting.

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The new schemes come amid new CEO Rami Baitiéh vowing to improving customer relations at the grocer, following him joining the business last November.

At the supermarket’s full-year result in January, the chief executive he was looking build on Morrisons customer satisfaction scores and improve the shopper experience.

Baitiéh added that the retailer is “just beginning to see our customer satisfaction scores improve,” and that continuing to boost the shopper experience will be “the bedrock of our next chapter.”

The CEO said: “I’m confident that Morrisons has the people, the talent, the assets and the desire to chart a bright future in UK grocery by giving customers more and more reasons to shop at Morrisons.”