With the introduction of self service in the early 1950s came an unexpected issue to be faced by Waitrose. They had, for so long, been associated with serving their customers on a one to one basis and selecting, charging and wrapping their goods for home delivery.
Now with the advent of the new shops which encouraged customers to help themselves and take their purchases with them Waitrose had to help customers who had no idea how self service worked.
They came up with this leaflet which told customers how to serve themselves.
It is hard to believe such things were necessary but this example in the Partnership’s archives confirm it was needed to guide customers through the process!