Lidl searches for ‘unexpected Scots voice in bagging area’ amid £3m self-service rollout

Discount supermarket Lidl is to spend almost £3 million installing self-service checkouts in all of its Scottish stores as it looks to provide an “enhanced customer experience”.

The move comes as the German-owned chain launches a nationwide search to find a Scottish voice for the new self-scanning tills, which are set to land in all stores north of the Border by this autumn.

Bosses pointed to an industry survey suggesting that 81 per cent of Scots prefer a choice between staffed tills and self-checkouts, with the firm pledging to maintain a staffed option for customers.

From this week, an 'audition booth' will hit the road, popping up at Lidl stores in Glasgow, Edinburgh, Dundee, Aberdeen and Inverness.

The investment of almost £3m is said to be part of Lidl GB’s “continued commitment to innovation and enhanced customer experience” which will also see millions more invested in the rollout of self-checkouts across England and Wales.

Jassine Ouali, chief customer officer at Lidl GB, said: “We’re committed to continually enhancing the customer experience throughout our stores and are constantly looking for ways to make the shopping experience even better. With around two-thirds of our customers choosing self-checkouts where already available, this investment further reinforces the steps we’re taking to respond to demand from our customers.

“But this isn’t about replacing one experience with another - it’s about offering greater flexibility and choice. By expanding self-service alongside ongoing improvements to our staffed tills, we’re ensuring customers can shop in the way that suits them best.”

One Scot will soon become part of the Lidl shopping experience. From this week, an “audition booth” will hit the road, popping up at stores in Glasgow, Edinburgh, Dundee, Aberdeen and Inverness. Shoppers will be invited to step inside, grab the mic and audition for a chance to bag the title of Lidl’s “unexpected Scottish voice in the bagging area”. Budding voiceover artists can also audition via WhatsApp. The winning voice will also scoop £500 worth of shopping vouchers.

Marco Ivone, regional director for Scotland at Lidl GB, said: “Our search for ‘the voice of Lidl’s self-checkouts’ in Scotland is a fun way to celebrate the roll out. As the regional director for Scotland, I am proud that a member of our Lidl community in Scotland will become the voice of our check-outs and add a Scottish charm to our customers’ daily shops.”

The past few years have seen major retailers strip out banks of manned tills in favour of their robotised alternatives. The revolution has been spreading to smaller convenience outlets, and non-food stores, with some shops offering no alternative to the self-scan checkout.

It comes despite concerns over their dehumanising effect, the impact on staffing levels and a rise in stock shrinkage, or theft.

There have been some glimmers of hope for those refusing to go down the self-scanning route. Morrisons recently said it may remove some self-scan tills after admitting the technology had gone a “bit too far”, while Booths, the upmarket, north-of-England supermarket chain, has opted to remain predominantly human-focused.

Lidl said more of its staff members were being trained up to support customers at the new tills.

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