Sir: The problems at Morrisons reflect the general squeeze on the middle-ground retailers - squeezed by highly competitive and confident discounters and the quality premium retailers.

UK shoppers are now spoilt for choice and making the most of the options available. Mainstream retailers, like Morrisons, can’t take shopper loyalty for granted, and need to be focused on delivering a proposition that is relevant, and differentiated.

Increasingly, shoppers want a simple approach to grocery shopping. As one shopper we spoke to put it: “Shopping in Aldi and Lidl means I go in, add up prices as I go round, and know what I’ve spent when I leave. Shopping in British supermarkets means before going I have to sort out loyalty vouchers and take a calculator to work out different offers - if I want to eat the same thing for six days on the trot. After shopping I then need to sit at a computer to work out my loyalty points.”

Danielle Pinnington, MD, Shoppercentric