Research conducted for the UK retailer found the average person can only last a maximum of 6m 48s in a queue before losing their patience.
In response to the research, Morrisons has pledged to open extra check-outs for customers if there is more than one person ahead of them in a queue. Morrisons check-out managers will now be directing customers to newly opened check-outs when they see queues building and thousands of Morrisons staff have been trained so that they can quickly turn to operating a check-out when stores become busy.
“While we are proud to have one of the shortest queue times in the industry [Which Survey, 2016], we want to serve our customers better,” Morrisons Retail Director Gary Mills said. “Our new check-out promise will ensure our 11 million customers get the best shopping trip possible, even as our stores become busier.”
According to the research, UK shoppers reported that queuing was their top frustration in supermarkets (70 per cent) ahead of unhelpful service (67 per cent) and poor-quality products (66 per cent).
The research also reveals that the average British shopper spends three months of their life waiting in line – the equivalent of one day a year. More than half of UK adults avoid shopping at places known for queues and 64 per cent leave shops rather than join queues.
