Winning store: Morrisons Bridgwater
Regional customer service manager: Jamie Perry
Size: 30,000 sq ft
Market share: 20%
Nearest rivals: Aldi - 0.5 miles, Asda - 0.7 miles, Iceland - 0.7 miles, Lidl - 0.9 miles, Sainsbury’s - 1 mile
Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000
What have you been doing as customer manager to improve service? We’ve really tried to put the focus on the customer journey. We want staff to see the store through the customers’ eyes as much as possible and interact with them more.
How have you been using the fresh food counters to increase sales? The sort of thing we’ve been doing is offering lots of samples of food on our Market Street counters and speaking to customers about the food.
Customers are price sensitive. They won’t buy something new if they don’t know what it is, or how they should be cooking or serving it. We’ve been using the counters to give live demonstrations.
Have customers been expressing their concern about climate change? We haven’t had any protests but we are aware that customers are trying to use less plastic in particular. We’ve been rolling out a new labelling scheme which makes it easy for customers to know what packaging can be recycled and what they should do with it. It’s very clear labelling and for products like bread packaging, which a lot of people have been putting straight in the bin, it’s encouraging them to recycle in store.
How have you been reacting to the growing demand for vegan food? We’ve been rolling out new vegan lines in our customer café. We’ve rolled out vegan breakfast and vegan lasagne. It’s mainly vegetarians going for it but we’ve had some tasting sessions with customers and they have been very impressed.
How has the initiative to help local community groups been going? One of the things we’ve done is to launch a new service to try to bring people together who may be suffering from loneliness. We’ve been advertising it in store and on social media and we’ve began having meetings once a week, which have proved really successful.