Morrisons has clinched the Top Store award for a second week thanks to a faultless performance from its ambitious Dukinfield branch in Cheshire. While the other stores floundered with poor checkout service, spilt milk and shaky availability, the 37,000 sq ft Dukinfield branch provided a full basket, strong customer service and fast but friendly checkout. Although CACI data indicates there are significantly more hard-pressed residents in Dukinfield than would suit a typical Morrisons, Louise Clarke, who has been store manager for just eight weeks, believes the branch has benefited from the high level of support it receives from the local community. This loyalty is significant considering there is a large Tesco and Asda store nearby, and Asda is the best-suited to the area. "We are not lacking for competition around here and we also have lots of other Morrisons stores in the area," she said. "This is the Morrisons heartland after all." She claimed she wasn't worried, though. "In the short time I have been here, I have noticed how much respect local residents have for this store because it has been here for 20 years," she said. "Many staff also live in the surrounding housing estate, which helps link us to the community. "However, it is dangerous to just rely on local residents for sales and one of my priorities is to get new customers through our doors."
Q&A with Louise Clarke Store manager of the week
What are you doing to attract new shoppers? We are maintaining full availability and excellent customer service from the moment we open until we close at 8pm. When I arrived here two months ago I noticed the evenings were significantly quieter. I think shoppers were using the nearby 24-hour Asda and Tesco stores in the evening. But now we are busier until closing time and attracting shoppers from rivals. How different is Dukinfield from your previous store? It's fairly different. I was previously store manager of Morrisons Buxton in Derbyshire. It was in a more affluent area and the store was only 17, 000 sq ft so it was a challenge coming here. There are more staff but I am people-oriented and employees have responded well to my ideas. I am happy about this as some staff have been here 20 years. Which areas of the store are doing well at the moment? As with most Morrisons branches, our fresh food is selling well and Market Street gives us a great point of difference compared with Asda and Tesco. Our cafe is also doing really well and is proving a real draw for shoppers. Are you gearing up for the summer? We have our full gardening and outdoor ranges on display but given the recent snow, the de-icer seems to be selling better than sun loungers! What are your plans for this year? We are scheduled to have a brand refresh at some point this year and I am looking forward to the store becoming brighter and getting a fresher look. We need to open up Market Street as it has further potential. Our meat and fish counters are doing well and there is wonderful interaction with the customers, but these areas would also benefit from a refresh. Sounds like an exciting year ahead. Yes, it should be. A housing development is also being built close by, which should further boost footfall. Morrisons' marketing is now doing the business on the TV and we are not letting the company down on the sales floor.
Availability
ASDA Cumberland, North Lanarkshire
0 - Availability was excellent at this store with no gaps on any of the shelves and all 33 items available. The aisles were clean and unobstructed, and our shopper was impressed by the clear signage. The only negative aspect of our mystery shopper's experience came at the checkout. She was charged for a red grapefruit rather than the white variety and the operator also rung up a bill that was £20 more than the correct total. We visited on 18 April at 9.20am. Our shop lasted one hour and two minutes. Time spent at the checkout was three minutes.
MORRISONS Dukinfield, Cheshire
0 - This store delivered a faultless shop. Members of staff helped our shopper find products and were knowledgeable. The store layout was logical and the sales floor was clean and tidy. The branch provided a full basket of goods and there were plenty of products on special offer. Of the 26 checkouts available, 22 were open and the till operators were coping well with the large volume of customers. We visited on 18 April at 12.50pm. Our shop lasted one hour and eight minutes. Time spent at the checkout was four minutes. sainsbury's Tottenham Court Road, London 1 The bread section of this busy central London store was fairly empty and the required size of Heinz ketchup was sold out. The strange 'L' shape of the store made it difficult to find all the items on the list and the Actimel was on the opposite side of the sales floor to the other branded probiotic drinks. However, the staff were friendly and well-presented and did their best to help our shopper, although the receipt showed he was charged too much for the grapefruit. We visited on 18 April at 6.35pm. Our shop lasted 40 minutes. Time spent at the checkout was two minutes
TESCO Horsham, West Sussex
2 - When our shopper discovered the Bird's custard powder and required Heinz ketchup were out of stock, she tried to find an assistant to help her but couldn't find anyone who was free. The store was very modern and spotlessly clean but, as with Asda and Sainsbury's, the checkout operator charged too much for the grapefruit - 42p instead of 28p. There was also disruption in the car park because a petrol station was being built. We visited on 18 April at 5.55pm. Our shop lasted 48 minutes. Time spent at the checkout was five minutes.
WAITROSE Esher, Surrey
0 - Packing trolleys were blocking a few aisles at this Waitrose but availability was excellent and all 33 items were available. Staff were quick to offer assistance and guided our shopper to the eggs. However, the dairy aisle smelt unpleasant because milk had spilt on the floor, though staff quickly cleared the mess. Our shopper also said the staircase leading from the car park to the store was dangerously narrow and slippery. We visited on 18 April at 10.00am. Our shop lasted one hour and five minutes. Time spent at the checkout was five minutes.
Q&A with Louise Clarke Store manager of the week
What are you doing to attract new shoppers? We are maintaining full availability and excellent customer service from the moment we open until we close at 8pm. When I arrived here two months ago I noticed the evenings were significantly quieter. I think shoppers were using the nearby 24-hour Asda and Tesco stores in the evening. But now we are busier until closing time and attracting shoppers from rivals. How different is Dukinfield from your previous store? It's fairly different. I was previously store manager of Morrisons Buxton in Derbyshire. It was in a more affluent area and the store was only 17, 000 sq ft so it was a challenge coming here. There are more staff but I am people-oriented and employees have responded well to my ideas. I am happy about this as some staff have been here 20 years. Which areas of the store are doing well at the moment? As with most Morrisons branches, our fresh food is selling well and Market Street gives us a great point of difference compared with Asda and Tesco. Our cafe is also doing really well and is proving a real draw for shoppers. Are you gearing up for the summer? We have our full gardening and outdoor ranges on display but given the recent snow, the de-icer seems to be selling better than sun loungers! What are your plans for this year? We are scheduled to have a brand refresh at some point this year and I am looking forward to the store becoming brighter and getting a fresher look. We need to open up Market Street as it has further potential. Our meat and fish counters are doing well and there is wonderful interaction with the customers, but these areas would also benefit from a refresh. Sounds like an exciting year ahead. Yes, it should be. A housing development is also being built close by, which should further boost footfall. Morrisons' marketing is now doing the business on the TV and we are not letting the company down on the sales floor.
Availability
ASDA Cumberland, North Lanarkshire
0 - Availability was excellent at this store with no gaps on any of the shelves and all 33 items available. The aisles were clean and unobstructed, and our shopper was impressed by the clear signage. The only negative aspect of our mystery shopper's experience came at the checkout. She was charged for a red grapefruit rather than the white variety and the operator also rung up a bill that was £20 more than the correct total. We visited on 18 April at 9.20am. Our shop lasted one hour and two minutes. Time spent at the checkout was three minutes.
MORRISONS Dukinfield, Cheshire
0 - This store delivered a faultless shop. Members of staff helped our shopper find products and were knowledgeable. The store layout was logical and the sales floor was clean and tidy. The branch provided a full basket of goods and there were plenty of products on special offer. Of the 26 checkouts available, 22 were open and the till operators were coping well with the large volume of customers. We visited on 18 April at 12.50pm. Our shop lasted one hour and eight minutes. Time spent at the checkout was four minutes. sainsbury's Tottenham Court Road, London 1 The bread section of this busy central London store was fairly empty and the required size of Heinz ketchup was sold out. The strange 'L' shape of the store made it difficult to find all the items on the list and the Actimel was on the opposite side of the sales floor to the other branded probiotic drinks. However, the staff were friendly and well-presented and did their best to help our shopper, although the receipt showed he was charged too much for the grapefruit. We visited on 18 April at 6.35pm. Our shop lasted 40 minutes. Time spent at the checkout was two minutes
TESCO Horsham, West Sussex
2 - When our shopper discovered the Bird's custard powder and required Heinz ketchup were out of stock, she tried to find an assistant to help her but couldn't find anyone who was free. The store was very modern and spotlessly clean but, as with Asda and Sainsbury's, the checkout operator charged too much for the grapefruit - 42p instead of 28p. There was also disruption in the car park because a petrol station was being built. We visited on 18 April at 5.55pm. Our shop lasted 48 minutes. Time spent at the checkout was five minutes.
WAITROSE Esher, Surrey
0 - Packing trolleys were blocking a few aisles at this Waitrose but availability was excellent and all 33 items were available. Staff were quick to offer assistance and guided our shopper to the eggs. However, the dairy aisle smelt unpleasant because milk had spilt on the floor, though staff quickly cleared the mess. Our shopper also said the staircase leading from the car park to the store was dangerously narrow and slippery. We visited on 18 April at 10.00am. Our shop lasted one hour and five minutes. Time spent at the checkout was five minutes.
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