The insights function at Morrisons has gone from “knocking on the door” to being a key partner, as the supermarket prioritises a customer-first mindset.
The retailer credits “sharper prices”, a growing loyalty scheme and “more effective promotions” for strong performance.
Lidl’s festive success comes as Co-op, Morrisons and Asda unveil new price matching and store strategies for 2025.
Aiming to help festive hosts across the country, Morrisons has stuck with its tried and tested oven gloves for Christmas 2024.
Darren Blackhurst was appointed to the role of chief customer and marketing officer at the supermarket in March, while Rachel Eyre is on maternity leave
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Morrisons becomes the latest supermarket to launch a price match initiative, pledging to match either Aldi or Lidl, depending on which is cheaper.
Morrisons’ top marketer says its focus on effectiveness is helping to demonstrate marketing’s role in supporting business growth.
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
Morrisons is using nostalgic brand assets to highlight reasons to choose the supermarket as it fights to regain share losses.
According to a report in The Grocer, a major new campaign will launch next using the tagline last seen in 2006.