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.
Market Street concept appeals to both traditional and younger shoppers at Morrisons.
Morrisons' updated MoreCard scheme with 'Fivers' has been successful in enhancing customer loyalty.
Convenience of location remains the primary factor influencing customer choice in the competitive retail sector.
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Market Street Legacy of Morrison's
Morrison's Chief Customer and Marketing Officer, Rachel Eyre, discusses Market Street, a distinctive concept of Morrison's that has stood the test of time for 125 years. Market Street remains pivotal to Morrison's identity despite challenges and competitors withdrawing from similar propositions. The focus on local community support, traditional shopping experience, and expertise like butchers and fishmongers sets Market Street apart.
Importance of Customer Loyalty Schemes
Morrison's introduces innovative customer loyalty schemes like My Points Booster to enhance customer engagement and value. Rachel Eyre highlights the balance of reviving loyalty programs by incorporating old favorites like earning points while introducing new elements for modern customer appeal such as personalization and digital engagement. The aim is to build two-way loyalty, empowering customers with choice and providing a compelling and rewarding loyalty scheme.
Focused Approach to Customer Service
Morrison's places a significant emphasis on customer service, with a weekly review of complaints led by senior management to drive resolution and root cause analysis. The strategic commitment ensures quick and effective responses to customer issues, aiming to prevent recurring complaints and enhance customer satisfaction. The customer-focused approach aligns with empowering call center staff to address customer needs promptly and effectively.
Cafes and Digital Advertising Innovations
Morrison's traditional cafes offer value and sociability, catering to a diverse customer base with a focus on affordability and community engagement. Additionally, Morrison's incorporates digital screens in Market Street to provide relevant advertising and cross-selling opportunities, enhancing customer experience and brand engagement. Innovations like trolley advertising and digital screens offer tailored promotions and connect customers with brands effectively during their shopping experience.
Rachel Eyre is Chief Customer and Marketing Officer at Morrisons, a heritage business in the UK, celebrating 125 years in 2024. Rachel explains how the Market Street proposition in Morrisons with its fresh, British sourced produce, appeals to traditional older Morrisons customers, but is now resonating with younger shoppers. Although big trolley shops are still popular, Rachel outlines how smaller, more frequent basket shops are becoming the norm. Rachel and Rory discuss Morrisons' vertically integrated business model, with it's own manufacturing businesses giving it a point of difference to competitors, a story which needs to be told to customers through brand marketing.
Although there have been a lot of changes in loyalty programmes in recent years, Rachel feels that the recent update of the MoreCard scheme with its "Fivers" has enabled Morrisons to avoid some of the pitfalls of loyalty schemes and leapfrog ahead in terms of innovation.
Competition for every pound is intense in this sector and despite the offers and discounts Rachel explains that still the biggest driver of choice is convenience of location.
