“Morrisons’ continued success will fire a warning to its competitors as the supermarket goes from strength to strength in an increasingly embattled and competitive industry. Asda, Sainsbury’s and Tesco – the other chains that make up the ‘big four’ – are popular because they all have a unique identity. Coupled with strong loyalty schemes such as Nectar and Clubcard, customers have a personal affinity with their chosen supermarket. Ever since Morrisons introduced its “Fresh Look” over two years ago, the company has been able to drive new engagement and increase sales for the past 11 consecutive quarters. More than just a simple re-brand, its introduction heralded a new personality for the brand that continues to reap rewards.
“Morrisons must now use this as a stepping stone to something greater. Loyalty to a brand is something that we’ve seen waning in recent years, but Fresh Look – combined with a standout loyalty program that rivals the personalisation of Tesco’s Clubcard – could see its growth increase even further. Shoppers want to feel part of a club – a membership economy – where personalisation underpins every single step of the overall experience. An overhaul of Morrisons More (its existing loyalty scheme) could be the necessary next step that offer shoppers tailored deals based on the purchases that they make; what better way to build the brand name, encourage repeat visits and drive sales for another 11 quarters?”