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:       

• 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

Results:     
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.