Morrisons is continuing its focus on attracting new shoppers by taking elements of its Market Street offer outside.
Last week, in the run-up to Mother’s Day, it created six pop-up flower shops at retail parks across the UK. Using a Market Street-branded barrow, Morrisons sold a choice of three bouquets priced at £5, £10 and £20 from 9am to 6pm on Saturday 29 March.
The retailer said the six stalls generated sales of over £7,000 and brand exposure to more than 50,000 shoppers. At a site in Crown Wharf, Walsall, outside an Asda Living store, the stall sold out of its stock of £5 bouquets within 20 minutes.
Each customer also received a Morrisons Bonus card offering 5% off their shopping until June 2014.
“Taking Morrisons Market Street out to potential new customers created a real buzz and got people talking about just how fantastic our bouquets were,” said senior local marketing manager Taj Sur. “It offered a great opportunity to experience the Morrisons brand.”
Morrisons ran the scheme in conjunction with Savvy Marketing. The agency’s CEO Catherine Shuttleworth said it was “a customer-focused initiative that delivered goods shoppers were looking for, and at the right time”.
Meanwhile, Morrisons has cut the number of shops customers need to do before they can benefit from its annual Easter Bonus scheme. Normally, shoppers need to carry out three shops valued at over £40 but this year they need only do two before they can claim £10 off their Easter shopping.
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