Tesco replaces rage-inducing 'Unexpected item in bagging area' voice

Tesco has admitted that its self-service checkouts might be causing customers "frustration", and has installed a less aggravating voice on its machines.

Tesco: spelling the end of 'unexpected item in bagging area'
Tesco: spelling the end of 'unexpected item in bagging area'

The retailer found customers variously described the current voice as "shouty" and "irritating", with phrases like "unexpected item in bagging area" causing particular annoyance.

The new voice is male and uses gentler, more comprehensible phrases such as "This can now be placed in your bag," as demonstrated in the video below.

Tesco has only rolled out the new voice in a few stores in Hatfield, Peterborough, Edinburgh and Kensington. The rest of the UK will continue to be aggravated until the end of October, when Tesco upgrades the remainder of its 12,000 machines.

James Dewen, Tesco's operations manager for self-service checkout, said: "Customers really like the convenience of our self-service checkouts, especially when they’re just popping into store to pick up lunch or a few items after work. But for some, the voice leaves them a bit frustrated."  

"It’s listened to by millions of customers every week, so we’ve acted on customer and colleague feedback and worked hard to get the new voice right to improve the shopping trip."  

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published