Edeka limits opening times of service counters

Edeka merchants offer a special stamp-collection loyalty program for the service counters

Edeka plans to introduce hybrid service counters. Five out of seven Edeka regions want to introduce flexible solutions that can be converted to self-service at short notice. The main reason for this move is the ongoing shortage of skilled retail staff, especially in the fresh food departments. The Edeka Group’s website currently shows nationwide more than 4,900 vacancies for service counters out of a total of 11,200 vacancies – almost half of all store vacancies.

According to the German Federal Labour Office, the average vacancy period for sales positions in the meat department of a German supermarket is 117 days, with only 1.2 job seekers per advertised position.

The German Retail Association HDE states that there were 120,000 vacancies in the retail sector at the end of 2023. The problem of vacancies in the retail sector is becoming more critical every year. In 2017, there were only 100,000 vacancies.

However, the strategic move does not mean the imminent closure of service counters. According to more than a dozen interviews with several Edeka merchants in regional newspapers across Germany, serviced counters are at the core of the supermarket’s value proposition. In many places, the existing counters are simply being converted to self-service for off-peak times. Due to Edeka’s cooperative structure, the independent store owners decide for themselves how to organize their fresh food departments, depending on the location. Several stores are planning to upgrade their offer and train their staff to become specialized ham and cheese sommeliers. The range of pre-packed products will be expanded, especially for low value-added items and promotions. Especially in urban areas, some Edeka stores already now generate up to 50% of their meat turnover with self-service products.

In recent years, Edeka has tried to strengthen the appeal of its self-service counters. Across Germany, Edeka stores offer a special loyalty program for this department. For every €5 spent at the counter, customers receive a stamp. 10 stamps entitle the holder to a 10 percent discount on the entire purchase. On Tuesdays, customers receive a 20% discount on charcuterie and sausages in the department.

The initiative has been prepared for a long time. Edeka’s innovation platform Techstarter in the second half of 2022 called on start-ups and technology companies to submit project proposals for the “service counter of the future”.