Number of transactions has also shown a like-for-like growth of 4.6%, whilst items per basket continue to decline. -6.9%. In some Morrisons’ stores, fruit and vegetables are sourced from local farmers, which is very popular with customers.
the chain has also introduced ranges such as Lincolnshire pork and beef. Morrisons is also looking to improve range, quality and price around major regional events such as Hogmanay. It has also expanded its ‘Best’ range and introduced a healthy eating ‘Eat Smart’ range.
Morrisons ‘For Farmers’ milk, which ensures that an additional premium goes directly back to dairy farmers, has proved popular with customers and suppliers. Since October 2015, the ‘For Farmers’ brand has generated more than £5m extra income for farmers.
During the past year, the supermarket has been collaborating with online giant Amazon as a wholesaler, to create ‘Morrisons at Amazon’. This new initiative is a same-day or one-hour delivery service currently available for customers in London and Hertfordshire.
As part of its new strategy, Morrisons opened 10 new ‘Morrisons Daily’ convenience stores owned and operated on Rontec forecourts.
CEO David Potts said “Our full year of like-for-like sales and profit growth was powered by listening to customers, and shows what our hard-working team of food makers and shopkeepers can do.
“These new initiatives in-store, online, in wholesale and services are beginning to build a broader, stronger Morrisons. We are confident we will continue to turnaround and grow Morrisons.”