4th Nov 2016
A greater focus on key seasons and events has made life easier for Morrisons’ customers – and helped the supermarket chain to record another rise in sales.
Products and promotions for Halloween – which included what Morrisons described as the “hottest ever pizza” – caught the imagination of customers. It also made shopping more convenient for customers by making it possible for them to shop for the event while buying their regular groceries.
By sharpening its focus on events such as Halloween, Morrisons has enhanced its product range while making it easier for customers to find what they want – two aspects of retailing that ranked highly in the list of customer priorities rated in The Institute of Customer Service’s UK Customer Satisfaction Index January 2016.
The report noted that where these priorities are delivered to a consistently high standard they do not necessarily lead to an increase customer satisfaction, but failure to deliver will have a negative impact on customers’ perceptions of a retailer.
Focusing on these priorities has paid off for Morrisons, which enjoyed its “biggest ever” Halloween, with sales up 20% compared to last year. The increase contributed to a 1.6% rise in like-for-like sales (which exclude the impact of store openings and closures) in the three months to 30 October. It’s the fourth quarter in a row that the Bradford-based chain has increased its sales.