The Victoria Street store will now allow up to 90 minutes of free parking to customers in an attempt to improve the shopping experience, despite standing firm on its decision to charge earlier this year.
Read More:
At the beginning of May the decision was taken to outsource the car park to Excel parking and introduce a pay and display policy.
The change caught many customers off guard and has led to hundreds of penalty charge notices being issued.
While customer service staff were helpful in rescinding incorrectly given penalty notices, the changes created confusion among customers.
Before the introduction of Excel parking, the shop had allowed one hour free parking with no return within two hours.
An appeal was launched, led by Facebook user Keith Wright who joined forces with other residents offering similar complaints, and Iceland has now responded.
In the latest update, an Iceland spokesperson said: “Following recent customer feedback, we are now offering 90 minutes of complimentary parking at our Iceland Victoria Street store in St Albans, which we hope will provide a more convenient shopping experience.”