

Morrisons' Rachel Eyre talks shop with Rory
26 snips May 8, 2024
Rachel Eyre from Morrisons discusses their Market Street proposition appealing to both traditional and younger shoppers. She talks about the importance of smaller, more frequent basket shops and Morrisons' vertically integrated business model. The revamp of the MoreCard loyalty scheme with 'Fivers' has been a success, with 85% saving for big splurges. Despite competition, convenience still drives customer choices in the supermarket industry.
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Market Street's Success
- Market Street, Morrisons' fresh produce section, initially faced resistance due to its size.
- However, it aligns with the growing consumer preference for local, high-quality food and expert interaction.
Self-Checkout's Downside
- Self-checkout, while seemingly efficient, can lead to shoplifting and customer frustration.
- Many customers still prefer traditional checkouts for larger shops and human interaction.
Vertical Integration Advantage
- Morrisons' vertical integration, from farm to store, sets them apart from competitors.
- This model shielded them from the horse meat crisis and reinforces their quality commitment.