Morrisons Case Study
Pragma identifies key customer drivers to inform repositioning
Client:
Morrisons
Reporting level:
Board / Marketing Director
Task:
To evaluate the most appropriate role and offer for Morrisons’ smaller store portfolio.
What we did:
Reposition the proposition for smaller stores around the three identified key customer drivers. The learnings have now also been included in the larger stores with excellent results.
Client:
Morrisons
Reporting level:
Board / Marketing Director
Task:
To evaluate the most appropriate role and offer for Morrisons’ smaller store portfolio.
What we did:
- Detailed manager and staff interviews across 6 stores covering the country
- 12 focus groups with regular and irregular customers
- Evaluation of customer needs, visit drivers, customer experience, brand perceptions, opportunities for increasing visit frequency and average basket size
Reposition the proposition for smaller stores around the three identified key customer drivers. The learnings have now also been included in the larger stores with excellent results.