With over 500 stores, Morrisons is one of the UK’s big four UK supermarket brands. Weybridge, Surrey saw the launch of the first of three ‘lab’ store formats.
The Format Flex lab stores experiment with tailored formats targeted at different local communities – with differing propositions, ranges, store designs, and environments. Our work complements pre-existing research into customer segmentation and space allocation to create targeted propositions. This is all about getting closer to customers and providing value without compromise in a way that’s locally relevant but unmistakably Morrisons.
Weybridge features a wider fresh range, and comprehensive serve-over counter. Destination zones on the perimeter of the store have been created for hero categories that resonate locally. Extra space is also given to the retailer’s Nutmeg children’s clothing range, along with improved connectivity to baby and health & beauty categories.
“M Worldwide has done a brilliant job in helping us to find design solutions that have genuinely improved the overall shopping experience for our customers.”
Andy Newton, Director of Format & Space at Morrisons