Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Morrisons becomes the latest supermarket to launch a price match initiative, pledging to match either Aldi or Lidl, depending on which is cheaper.
Morrisons’ top marketer says its focus on effectiveness is helping to demonstrate marketing’s role in supporting business growth.
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
Morrisons is using nostalgic brand assets to highlight reasons to choose the supermarket as it fights to regain share losses.
According to a report in The Grocer, a major new campaign will launch next using the tagline last seen in 2006.
With the return of ‘Farmer Christmas’, this year’s Morrisons Christmas ad focuses on the retailer’s value offering.
Having confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
As Aldi and Morrisons battle to be the UK’s fourth largest supermarket, both grocers are investing to keep their prices low amid the rising cost of living.
Supplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Waitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.