Customers of a supermarket in Romsey have expressed their anger after they say large parking fines were unknowingly introduced.
Customers of Waitrose have been facing fines of up to £100 after the introduction of third-party parking firm Britannia Parking.
Before the new system was introduced in December, the Alma Road supermarket allowed their customers to park for free for two hours, operating a barrier system. Parking tickets were produced on entry, stamped at the till, and shown at the exit barrier.
Now operating an ANPR system and employing external wardens, many customers are coming back to hefty fines after 'overstaying' their two-hour slot.
Sandra Rowden, of Kings Somborne, said: "I've shopped here for 29 years and spend around £24,000 a year at this supermarket. It's absolutely diabolical that people are being hammered by parking wardens.
"Waitrose are known for valuing their customers and it was lovely having a man on the barrier. You felt like you were part of the club and you certainly didn't have to worry about clock watching. Now they have no loyalties towards their customers and anyone can park here now.
"Romsey has always been a provincial town with cheap parking and it's completely going against the essence of what Romsey is."
Sandra reported that she had spoken to a member of staff at the branch to question their decision. They claimed they could no longer afford to man the barrier and it was cheaper to employ Britannia.
A spokesperson for John Lewis Partnership, which operates Waitrose, said: "We want to make sure that parking is available for all our customers - so we've revised the maximum stay while still leaving plenty of time for customers to carry out a full shop and visit nearby businesses.
"The parking limits have been clearly communicated to customers through signs which have been up since December."
Debbie, a regular customer from West Tytherley, said: "I wasn't aware that they had introduced fines. It's like Aldi now.
"People are so used to how it was before I think it would be a big shock to suddenly get a ticket. It will definitely deter people from shopping here, especially when it can take hours to do a full shop."
Jude Conway, of Southampton, said: "It is deterring customers, they could be a bit more generous. Waitrose should be encouraging shoppers, we need as much business as possible on the high street- especially now when it's not as good. Romsey has come up over the years and has become very attractive, they ought to be attracting people."
Despite the signs being 'clearly communicated', after asking various shoppers it was clear that a number were unaware of the newly enforced parking restrictions.
Typically, parking in Romsey town centre car parks only cost £1 for two hours and are free after 4pm.
Britannia Parking, as well as the Waitrose Alma Road branch, were approached for comment.
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