Morrisons to Track Shelf Stackers as Pressure Mounts on Supermarket Chain

Morrisons is set to introduce a real-time tracking app to monitor the efficiency of store staff in an urgent attempt to revitalise its market position. The supermarket, under the leadership of chief executive Rami Baitiéh, plans to supply hundreds of store managers with a tool that measures how swiftly employees are stacking shelves and highlights those who fall behind their colleagues.

The new system, described by some staff as a “stopwatching” approach, is designed to flag underperformance immediately. Managers will be able to identify slower team members in real time, enabling targeted coaching and support where needed. Traditionally, Morrisons’ head office would gather data on staff productivity and pass it on to store managers periodically. With the updated app, this performance information will now reach managers on a rolling basis, providing a constant overview of productivity levels on the shop floor.

According to Morrisons, the purpose is to create a fair and consistent environment for recognising and assisting colleagues. A spokesman stated that the approach will help teams understand their own performance and allow for tailored training interventions. Store access has also been tightened, with entry to stockrooms now restricted to selected staff only, as part of a drive to keep employees on the shop floor and improve customer service.

The retailer’s reinvention has become urgent. Morrisons currently lags behind its main competitors in the UK Customer Satisfaction Index, following a period of underperformance marked by customers migrating to rival supermarkets. Reports earlier this year revealed that the company had reprimanded staff for “idling,” leading to the stockroom policy and a renewed emphasis on task efficiency.

Financial results highlight the scale of Morrisons’ challenges. Annual sales recently slumped by more than £1bn to £17bn, representing the supermarket’s lowest revenue figure since its private equity acquisition by Clayton Dubilier & Rice in 2021. Market share has dwindled to 8.4 per cent, and analysts predict that Lidl will overtake Morrisons before the end of the year, continuing the trend that has already seen Aldi move ahead in 2022.

Morrisons has also faced scrutiny over food hygiene, with dozens of outlets failing inspections and some even recording a zero rating. The company has pledged rapid action to resolve these failings. Interim measures aim to restore consumer confidence and give the retailer a foundation for recovery, as pressure mounts from both investors and competitors in a rapidly changing grocery sector.