Ops manager: Jane Clocherty
Store: Morrisons East Kilbride
Opened: 1993
Size: 31,250 sq ft
Market share: 3.4%
Population: 203,260
Grocery spend: £19,831,539
Spend by household: £220.26
Competitors: 40
Nearest rivals: Aldi 0.7 miles, Asda 4.2 miles, Co-op 1.7 miles, Iceland 1.4 miles, Lidl 1.4 miles, M&S 0.7 miles, Morrisons 2.4 miles, Sainsbury’s 1.4 miles, Tesco 1.2 miles, Waitrose 5.7 miles
Source: CACI. For more info visit www.caci.co.uk/contact. Notes: Shopper profiling is measured using Grocery Acorn shopper segmentation. Store catchment data (market share, population, expenditure, spend by household, competition) is within a five-mile radius. For CACI’s shopper segmentation of the other stores we visited this week see the online report at www.thegrocer.co.uk/stores/the-grocer-33
How are the WIGIGs going? Really well. We have a wooden toy event which launches tomorrow. That will be very popular with our customers. There are toys like shopping baskets, cash registers, mini wooden shopping trolleys, tea sets, storage boxes, DIY tool belts, meat and fish crates, very in theme with Morrisons Market Street. Mini Market Street will be perfect for children.
Have the product tastings launched by Morrisons been going well? Yes. We’re also really focusing that around Market Street. We’ve got our new Halloween cheeses, so we have all our tasters on display. We have qualified staff that can talk customers through all the different types of cheese so now our colleagues have recipes we can offer.
How is the store positioning itself in the takeaway market? We launched our Uber Eats offer this morning. In store we have our click & collect, Just Eat, Deliveroo and now launching Uber Eats. We have built a large dedicated online team so it’s fast and furious. The dedicated online team incorporates click & collect and the different services. Customers can now order their party food through click & collect too. The digital platform is very popular – we focus on our service, availability and quality through that.
How you are trying to improve availability in store? We have optics in store. We have cameras in each bag at the aisles so it’s our stock management system. There are photographs taken every hour and we have a dedicated person from our scanning team who follows the device and fills the gaps. It came in around four months ago and we’ve seen a fantastic increase in our availability. It’s a live ordering system so we can see our gaps live – the stock comes off straight away so we know where we are with our stock, which then links to our online systems.
What about human changes? How is that going? We had our Customer First launch, which was group sessions with our colleagues carried out by our store manager and team. We have had great feedback in store from customers – they are now able to contact us through the store manager’s email so we get feedback on our colleagues. It’s great to see customers taking the time to email to let us know they’ve had good service. We’ve had one fantastic feedback for our trolley boy – a customer said the empathy he had with her and the help he gave her had brought her to tears. We’ve also been having round tables with customers to get feedback, we have them monthly and do tasters for them too. We do staff recognition through the email feedback we receive.
Scotland has a big problem with homelessness. How are you helping vulnerable people with hunger? We have just launched our bakery Too Good To Go bags, which reduce waste and help people in need. The new bakery bags are £2, which includes a variety of bread, doughnuts and cakes, depending on what we have left. We also do our food bank bags, at a variety of prices. We have a close relationship with the East Kilbride Food Bank and do large donations to them each week. We’ve had them in our foyer doing a collection, they’re booked in over Christmas. Our in-store community champion volunteers there.
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