Wednesday, November 4, 2015

News: Morrisons makeover at Rotherham store

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Rotherham's Morrisons store at Parkgate has undergone a million pound makeover as Britain's fourth-biggest supermarket chain continues its turnaround journey.

The Bradford chain has felt the impact of the rise of discount retailers and has seen sales lag behind Tesco, ASDA and Sainsbury's.

New bosses have put in place a six point turnaround strategy based on being more competitive, serving customers better, finding local solutions, developing popular and useful services, simplifying and speeding up the organisation and making core supermarkets strong again.

As part of finding local solutions, Morrisons is aiming to improve the local customer offer store by store in a bid to make make "every square foot work harder to increase sales and profit." Each store's offer is being tailored to local tastes and demographics. A core offer will apply for each store based on value for money, with managers given autonomy to flex outside the core to best suit local customers.

To make core supermarkets strong again, Morrisons is accelerating the store refit programme. In September it identified over 200 stores that have not been brightened-up for over five years. The new "Fresh Look" refit programme is set to upgrade the estate by the end of 2018/19.

At the 95,000 sq ft store at Parkgate Shopping, Morrisons asked shoppers what changes they wanted to the store and they said it had to be simpler for families to get around and they wanted more facilities such as baby changing and dry cleaning. In response, Morrisons has improved the layout of the store, widening aisles and upgrading departments which focus on fresh foods and convenience.

Other changes include a large new fresh food takeaway section, a refreshed customer cafe, a second baby changing unit has been added and the store now offers free WiFi for customers.

With the supermarket closing 21 underperforming stores, the investment at its Parkgate store is good news for Rotherham. The newly revamped store opened its doors this week after over five weeks of intensive works.

Jamie Wilmot, store general manager, said: "I would like to thank our customers and our staff whose comments have helped us make a store that suits their needs. It's great to still be part of the community after 24 years and give our loyal shoppers something new."

Morrisons website

Images: Morrisons

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