'All I wanted was coffee but it took ages' - the M&S Llandudno touchscreens that divide opinion
In the battle for High Street market share, in-store innovations are emerging that range from holographic staff to speaking signage and AI digital assistants. But for some people, tech novelties are a step too far, as some Marks & Spencer customers have been highlighting.
Complaints have been raging ever since the company moved from its old Mostyn Street home in Llandudno to a former Debenhams store on Parc Llandudno retail park. In the store’s new-look café, digital self-ordering screens were introduced and a cohort of customers weren’t impressed. They’re still not, some 30 months later.
In a recent online debate, which attracted more than 350 comments, many rolled their eyes at a system that removes all human interaction. Customers groused at the lack of support for digital-averse older people, while the disabled and partially sighted explained why they can no longer give M&S their custom.
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“What an absolute faff,” sighed a recent visitor, tired of waiting for others to select their orders. “Queuing to order food took bloody ages because of the touchscreen ordering system they have. Oh my days! All you want is a cuppa and a sandwich. Not doing this again!!!”
Her tirade struck a chord. “Completely agree,” said another Llandudno customer. “Haven’t been back after my first visit either. What the hell happened to human contact, a smile and customer service?” A third woman concurred. “I get anxiety having to use one of those bloody things,” she said.
Staff are provided to help struggling customers but some complain that, at busy times, they’re not always available. For those who know what they want and how to pay, it’s a pain-free experience that avoids old-fashioned till queues. Others labour through the options before realising payment is cashless, to the frustration of those waiting patiently behind them.
“It’s not a good system if you want to look through the menu for 5 minutes before deciding - it’s why the queue is so long,” said one customer. “Loved it when they had a QR code on the table so you could sit down, scan it and order from your phone. I am not a fan of having to wait forever whilst people queue, browse the menu and then order.” Join the North Wales Live Whatsapp community now
The Conwy resort's M&S café is far from being the only outlet providing digital ordering screens. Customers have an equally ambiguous relationship with those rolled out in McDonald's restaurants. Next in line is Costa Coffee, which in June said it was introducing touch screens in hundreds of revamped stores.
Among some M&S users, there is a suspicion that ordering screens are alienating the company’s older customers. Others dislike them not through choice but as a matter of practicality. A Llandudno wheelchair user complained she “hasn’t a chance” of ordering anything without the help of an assistant, if available.
According to many customers, assistants are unfailingly polite and helpful. “The staff were exceptional,” said a recent visitor. But even a friendly smile and screen navigation tips are not enough for some. “Try doing it when you’re nearly blind,” said one woman. “It’s not fun, I can assure you. I can only go there if I’ve got somebody with me.”
Touchscreen ordering appeals to time-pressed customers, particularly younger ones accustomed to digital interactions. In the age of the smartphone, in-store screen woes leave some people baffled. To an online complainer, one man said: “Woman picks up the screen in her pocket to moan about M&S asking her to use a screen to order food.”
There are plenty of people who do like the system, noting the cafe is rarely empty and often full. “Never had a problem using it,” said one woman. “It’s quick, you don’t have to queue at the till and then carry your own food. A male customer agreed. “Fantastic café!” he said.
For some, the issue is the impersonal nature of technology and the loss of old-fashioned human interaction. Long-suffering staff dealing with rude customers may see this as a blessing. But digital interfacing leaves many cold and pining for a friendly smile.
According to one man, you can’t have it both ways. “Human contact, a smile and customer service are nice, but they cost,” he said. "It is more expensive because you have to employ somebody to do it. You pay more for human interaction or you pay less to not have it. And truthfully, I’m torn. Sometimes I want to have a couple of minutes banter with a human being, sometimes I’m in a rush and I just want to be left to my own devices.”
To unpick the gripes and grumbles at M&S Llandudno, North Wales Live asked a customer about their recent experience of the cafe’s touchscreens. After grabbing a coffee with a friend, he reported “good and bad news”.
“There was no queue,” he said. “But the system was a bit of a shambles. Three of the six ordering kiosks were not working. When we got to a kiosk we placed the order which, to be fair, was very straightforward. But then we found there were no table buzzers that you need before you can put your order through.
“I went searching for one but they had run out. There was a sealed pack by one kiosk which I ripped open only to find none of them were charged. We told a staff member and they got one from a table being vacated.
“The order then went through and we found a table. It was very busy but the snack and drinks came fairly quickly. Staff were great but I can see how the tech issues are leaving a lot of people frustrated.”
Point-of-sale ordering systems are here to stay and, for the most part, they can enhance the shopping or dining experience. Shoppers aren’t looking for gimmicks but they will embrace systems that increase efficiency and, in some situations, choice. Adequate equipment provision is essential and when things go wrong, as they invariably do, remedies should be rapid. Selling up during the process, as occurs in some outlets, is unlikely to be welcomed.
M&S said its cafés were popular and touchscreen ordering had cut waiting times. A spokesperson said: “Our digital ordering system is all about offering a speedy and seamless service, enabling us to serve more customers and significantly reduce waiting times. Since opening our Parc Llandudno café in 2022, we’ve had a great response from customers.
“We always have a host on hand during busier periods to provide help. However we always value any feedback and have shared (this) with the café team.” Sign up for the North Wales Live newsletter sent twice daily to your inbox
After M&S moved to Parc Llandudno, the retailer gave an assessment of subsequent trading figures and the store's impact on the local economy. There's more on this here.
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