Morrisons blamed a challenging Christmas trading period as competitors shifted to promotions, but admits the supermarket “missed” the Black Friday halo effect after pulling back from the discount event.
Morrisons looks set to ditch the big Christmas TV ad spot for a second year, instead opting to spend its marketing money on staff and own-label goods.
Morrisons is paving the way for a closer relationship with Amazon as it sees big opportunities in the ultra-fast delivery space.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Despite marginally beating analysts’ expectations for the Christmas period, Morrisons will continue to cut prices in 2019 to make sure it can “be there for customers” this year by offering “even greater value for money”.
The annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.
The supermarket’s new campaign aims to highlight how it sources directly from suppliers and uses local British produce to make its own food.
Morrisons says its local produce offering is playing a vital role in the journey to recovery, while marketing is seen as an area to cut costs.
The grocer’s CEO claims Morrisons was able to differentiate itself by keeping its prices low despite increased pressure from inflation.
Morrisons is continuing its marketing strategy of focusing on its colleagues and the products it makes fresh in-store in its Christmas push.
Morrisons’ top marketer discusses the brand’s ongoing turnaround, the Amazon deal and his expectations for Christmas.
Supermarket chain has pledged that it will not sell ‘fake farm’ own brands despite success of the ranges at rivals including Tesco and Asda.
Morrisons is hoping to tap into “residual fondness” as it relaunches the Safeway brand through a deal with McColl’s.
With online driving sales at the likes of John Lewis and Sainsbury’s over Christmas, retail brands are catering for a truly omnichannel consumer.
Morrisons’ CEO David Potts talks up the positive brand impact from its online partnership with Amazon as its sales soared over Christmas