It's all change with new hi-tech parking system at Wolverhampton Sainsbury's

But while the newly-stocked shelves are pleasing shoppers, Sainsbury's high-tech new parking system will take some getting used to.

The £60 million store in Raglan Street, Wolverhampton, which boasts a giant car park with room for 700 vehicles, operates a number plate recognition system to determine how much, if anything, parkers need to pay.

Cars are automatically photographed as they enter the barrier-less car park. After the shopping is done, customers are given a receipt which they scan on a machine near the store exit. Once shoppers have entered their registration number on the key pad, a photograph of their car appears on screen alongside a message telling you the charge for parking – if anything at all.

Parking fees at the store are charged at a sliding rate. The first 30 minutes are free, and customers spending £5 or more can park for up to three hours without having to pay.

Stopping for one hour costs 60p if you spend less than a fiver and £2 for three hours.

Most people doing a family shop will therefore probably park for free. But others may find a hefty £60 surcharge dropping through their letterboxes within a few days if they fail to deposit the right cash in the parking machines. Bosses say the system will benefit shoppers by saving them the trouble of having to find spare change to park.

But, while many see it as a major improvement on the parking system at the old city centre store, bosses have had a number of inquiries from visitors bewildered by the hi-tech system.

Sainsbury's has responded by engaging a team of 20 parking advisors who are on hand to explain to customers how the system works. "It is a bit confusing," said a puzzled Bob Hawkes, aged 64, who was making his first trip to the store. "I didn't see any signs relating to parking when I drove in. You are met with this board outside the doors which takes a while to read, but even that's not very clear.

"I still have no idea whether or not I need to pay to park here while I do my shopping."

Sat Singh, aged 24, from Penn echoed his views. "There are not enough signs around telling you whether you need to pay," he said.

But first time visitor Jessica Attwood said the system had a major benefit – once she had learned how it operates.

"I always pay for my shopping with a card so I've never got change. This makes things a lot easier for me," said the 26-year-old from Tipton. "I can see how people might be confused at first, but it works fine once you've been told what to do."

Store manager Paul Percox said more signage would be displayed around the car park explaining the system, while the crew of parking advisors would be stationed at the entrance for the next four weeks.

He said: "For a lot of people it is a fear of something new, but I am sure once they get used to the system they will view it as a lot less hassle than having to find the right change."

A similar system is in operation at Tesco's store in New Square, West Bromwich.