Morrisons has launched a new category management tool as part of a major new tech partnership aimed at improving instore standards, loyalty and the level of data it provides to suppliers.
The supermarket has partnered with data and loyalty specialist Tecsa, to roll out its MoreViu category management software. It will enhance the supermarket’s approach to ranging, pricing and merchandising in-store, by combining Morrisons’ existing data from its stores and loyalty programme with Tecsa’s AI decision-making capabilities.
The rollout of the new tech had the potential to be “fairly transformational” in the way that Morrisons used data to lay out its stores, according to a source close to the business. It should lead to an improvement in store standards and shopper experience.
Inconsistency of store standards, particularly in terms of availability and where items are located, has been a common issue for Morrisons over the past couple of years, as it has struggled to maintain market share following its £6.3bn takeover by CD&R in 2021.
The Grocer has seen multiple examples on recent visits to Morrisons of lines stocked in counterintuitive categories – for example period cramp heat pads stocked in a petfood aisle.
If deployed correctly, the new AI-driven insights should resolve such issues, by enabling Morrisons “to stock the right ranges, in the right locations at the right time and at the right price”.
The new platform will also enable Morrisons to improve the relevance of in-store promotions to customers throughout its stores. Tecsa would also support the “development and growth” of Morrisons More Card loyalty programme, the supermarket said.
“Customer-focused decision-making has always been a priority for Morrisons, and through our collaboration with Tecsa, we’re now poised to elevate this even further, empowered by best-in-class technology, which we will co-develop over the coming years,” said Morrisons group customer, data and media director Matt McLellan.
Morrisons introduced MoreViu Morrisons to suppliers at its annual IGD trade briefing in Harrogate earlier this year, and has been gradually rolling the platform out across the business to support its ‘Morrisons Magic’ turnaround plan under Rami Baitiéh.
Moreviu will also improve the level of data and customer insight its suppliers are able to access, the supermarket said.
The tech upgrade comes alongside moves to improve the range and price offered in Morrisons stores. Last week, the supermarket announced a major relaunch of its fresh lines. More than 500 lines hit stores, including a new ‘ultra-premium’ tier.
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