Store of the week: Morrisons Coalville

This is Morrisons’ second win in a row. What do you put that down to? I think availability is key and we have really seen that improve over the past few months. The electronic ordering pads are really making a difference. It is important to get the order right in the first place but we have also made some tweaks to make sure we get it right.

How was Christmas trading in your store? I know there was a lot of press coverage about how the company did over Christmas, but we had a really successful one here. The store has been here for 22 years and we have built up a real community spirit, so people keep coming to us year in, year out.

But aren’t things becoming increasingly competitive? Definitely, in the past 12 months we have had a B&M Bargains open basically at the bottom of our car park, Aldi has almost doubled its size, we have a small Asda nearby and the Tesco has been turned into an Extra. But we still have 30,000 customers a week and they seem happy with what we are doing.

Morrisons has recently changed its promotional strategy. How is that going down with shoppers? I think we have a really strong promotional offer at the moment. As well as the weekly wowzer deal we have eight other key deals, Pick of the Shop and Pick of the Street. Customers are really excited by these and it’s a credit to the guys here that we are able to provide great availability on these lines. Whether customers come in at 8am or 8pm, they should be able to take advantage of the deals.

How are sales of your clothing brand Nutmeg going? We are right next door to the Nutmeg head office and it is really working in-store. We have three aisles dedicated to it - mostly children’s clothes but some adults’ stuff as well as nightwear and underwear. The feedback from shoppers has been excellent - Next quality at supermarket prices.