Morrisons: Where local drives growth




Customer Journey Mapping · Hospitality Experience & Design · Multi-Format Strategy · Retail Experience & Design

MWorldwide Morrisons Weybridge Work 10

The Challenge

Morrisons is one of the UK’s big four supermarket brands. The constant priority is how to get closer to customers and providing value without compromise in a way that’s locally relevant and unmistakably Morrisons.

The Idea

‘Format Flex’ responds to local needs allowing for services and product ranges to be adjusted to suit demand.

Destination zones on the perimeter of stores have been created for hero categories that resonate locally, for example Market Street and M Café. Extra space is also given to the retailer’s Nutmeg children’s clothing range and Morrison’s Home along with improved connectivity to baby and health & beauty categories. The family friendly essence drives loyalty and repeat visits.

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