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Supermarket mantra has always been pile it high sell it cheap. Forget that at your peril. You can differentiate through service and quality but you need adequate well motivated staff which Morrisons has lost. 80% of profits come from 20% of your lines but if you cut the choice available to the customer as Morrisons has done and is proposing to do in the future where is the market difference between it Lidl and Aldi. Morrisons should be offereing more choice not less.The current multi channel strategy is unsustainable if the core values of the business is neglected to maximise shareholder value. Maximise customer value,choice and service is the only way to maximise shareholder value long term.