Morrisons is working on an ambitious plan to revamp all of its UK stores, which is aimed at enhancing the customer’s shopping experience. The 126-year-old supermarket chain will reportedly place a stronger emphasis on fresh, top-notch ingredients that appeal particularly to keen domestic chefs.
Shoppers can expect a selection of premium-quality products, similar to those found in farm shops. The range will include tempting pre-packed options, such as marinated meats and crumb-coated fish, conveniently prepared for the oven. Leading Morrisons’ move into the premium grocery market is its new trading chief, Andrew Staniland, who is spearheading the ‘Morrisons Magic’ blueprint.
The strategy aims to bring the retailer closer to its ‘Market Street’ heritage while sharpening its focus on top-selling products. He told The Grocer: “The crisper, cleaner look is underscoring our value credentials, together with a tighter focus on customer favourites, some great innovations, and some wonderful new products.”
Under the revamp plan, the supermarket will add a number of gourmet ready-to-cook dishes as they hope to see more customers of prominent brands. Shoppers can see dedicated areas for names like BrewDog, Coca-Cola, Pepsi, and Myprotein.
According to the reports, Morrisons will introduce the changes in the coming months across all the UK stores. However, some locations may see the updates immediately.
Morrisons in Warrington was among the first locations to implement changes, with staff removing 2,500 SKUs from their inventory while introducing 500 new ones, reports The Grocer.
SKUs, or stock-keeping units, represent individual product lines, meaning 2,500 items have been discontinued from sale.
It comes as the supermarket recently signed an exclusive deal to to sponsor the fourth season of Clarkson’s Farm -with an aim to boost its visibility among farm shop fans.
Alex Rogerson, Morrisons’ customer & trade planning director, said: “From field to fork, acres to aisles and tractors to trolleys – this sponsorship is a celebration of the quality of great British-farmed food, the journey it takes and the farmers who make it possible.
“Morrisons works directly with British farmers and growers all year round, and we pride ourselves on our great quality, fresh food as a result.”
