Morrisons sales increase by 2%, with a focus on availability and loyalty.
- From April 29 to July 28, sales rose nearly £4bn, emphasizing strategic goals.
- Morrisons expanded its price matching with Aldi and Lidl, boosting competitive pricing.
- A significant investment was made in the More Card program, enhancing customer loyalty.
- AI-powered availability cameras improved stock levels in over 400 stores.
Morrisons has reported a modest 2% rise in sales during the third quarter, from April 29 to July 28, reaching nearly £4 billion. The supermarket credits this growth to its focus on three strategic pillars: commercial excellence, operations optimization, and new value creation.
In a bid to remain competitive, Morrisons expanded its price-matching initiative with Aldi and Lidl, adding 50 more products to the scheme, totaling almost 300 items. This move is designed to ensure customers perceive Morrisons as a cost-effective choice in the grocery market.
Morrisons has made a significant investment in its loyalty program, the More Card, during August and September. CEO Rami Baitiéh emphasized that ‘loyalty remains a key focus for us’ and described the current quarter as ‘transformational for the More Card with the introduction of a number of new elements.’ This rolling program introduced over 2,000 More Card prices, aimed at enhancing customer loyalty.
The company also reported a 2% year-on-year improvement in product availability, supported by the deployment of AI-powered availability cameras across more than 400 stores. This technological enhancement has been pivotal in optimizing stock levels and ensuring that customers find the products they need when they visit the store.
CEO Baitiéh remarked on the positive impact of listening to customers, improving availability, and enhancing the More Card program. He noted that despite a softer Q3 market, Morrisons’ relative position improved, market share stabilized, and like-for-like sales remained positive. As inflation decreases, Baitiéh observed a rising customer preference for Britishness, provenance, quality, and great value in fresh food—attributes central to Morrisons’ identity. Moreover, Morrisons’ price competitiveness was bolstered through its Aldi and Lidl price match, More Card offers, and everyday low prices, which collectively reinforced customer confidence in the brand’s value proposition.
In summary, Morrisons’ strategic initiatives have modestly improved sales and strengthened customer loyalty and competitive pricing.
