Morrisons has faced significant backlash this holiday season following major IT glitches affecting customers across the UK during the busiest Christmas shopping period. Many patrons found themselves unable to redeem discounts on their festive shopping, leading to delays and cancellations of online orders.
On December 23, considered one of the UK's biggest grocery shopping days, Morrisons shoppers were left frustrated as the supermarket couldn't process transactions correctly, particularly for those using their More loyalty cards. Several customers reported receiving error messages or having their vouchers rejected at checkout. One customer expressed disappointment on social media, lamenting, 'I've just wasted an hour of my life shopping at Morrisons only to find out...'
Moira Redhead, 55, shared her ordeal as someone who relies on home delivery due to health issues. Initially, she was informed her grocery order wouldn’t arrive and was told by employees, 'there’s nothing they can do.' Fortunately, after Morrisons' team reached out, she received her delivery just before Christmas. She remarked, 'I was left hanging for hours.'
Morrisons responded to the crisis by promising customers 10% off their entire shop as compensation; this offer was reportedly applicable to all transactions, not just those utilizing the loyalty program. Morrisons issued statements encouraging customers to take advantage of huge price drops and emphasized, 'Now is the time to head to Morrisons for great deals as huge price drops have been introduced for ALL Morrisons customers today and TOMORROW (Christmas Eve).'
Despite attempts to rectify the variables, some customers were still left ‘in limbo’. Matthew Welch from Northumberland experienced his orders being not only delayed but completely cancelled, which pushed him to procure groceries elsewhere. He recounted how communication about the status of his order was lackluster, explaining, 'The manager had said... he would come back to me, which he did not.' This left many customers feeling abandoned during what is typically one of the most joyful times of the year.
To compound matters, many customers echoed his frustration, taking to social media to express their discontent with sentiments such as, 'Another deal I overpaid on this morning. Morrisons with your system failure and no advice.' The lack of proactive communication has irked customers, who have become accustomed to streamlined digital services.
Kate Hardcastle, a consumer expert interviewed by BBC News, underscored the need for transparency from Morrisons about the operational failures. She suggested, 'It’s something... will be not very quickly forgotten.' Hardcastle emphasized it’s important for supermarkets to be forthcoming when problems arise, especially with dependence on loyalty schemes growing.
Just as Morrisons contended with these technical difficulties, Iceland seized on the opportunity to woo potential customers disillusioned by their experiences. Reports of Iceland experiencing double the sales on the same day were evident as they publicized their availability and willingness to cater to customers hindered by Morrisons’ troubles.
While Morrisons has pledged to improve its communication and rectify issues with its IT systems, the long-term ramifications of this holiday shopping chaos remain uncertain. Analysts predict customer loyalty could be irreversibly shifted, especially when growing competition thrives on service reliability. The supermarket has to navigate this challenging moment carefully if it hopes to regain the confidence of loyal shoppers moving forward.
The technical issues faced by Morrisons this holiday season serve as a reminder of the vulnerabilities inherent within retail IT systems, particularly during peak seasons, and customers will be watching closely to see how Morrisons responds to their concerns and expectations. Their current initiatives to bridge the gap may not be enough to mend the fractures already created.
With the holiday season drawing to a close, the spotlight will remain on how Morrisons navigates its recovery from customer dissatisfaction and restores its operating integrity. Stakeholders and shoppers alike are eager to see if management acts swiftly to implement improved systems and maintain transparency, or if they will fall short, allowing competitors to capitalize on weakened customer trust.
