Winner: Morrisons Bury St Edmunds
Store manager: Phil Scordis
Size: 43,000 sq
Opened: 2000
Market share: 7.1%
Nearest rivals: Sainsbury’s - 0.7 miles, Asda 1.3 miles, Waitrose 1.4 miles
Store data source: Analysis by CACI.
Call the market planning group on 020 7602 6000

Our shopper was particularly impressed by the friendliness of staff at the store. That must make you very proud.
It’s fantastic. Morrisons has been doing a lot of work with its HOT training and we have a great group of colleagues in the store. All the retailers sell beans, so it’s vital that you have a real point of difference. Really nothing is too much for our staff.


It’s a busy time at Morrisons with lots of new initiatives instore. How is Fuel Saver doing?
It’s been going for about three weeks now, and it’s really doing well. We are a forecourt store, so any initiatives around fuel work well here, but this has been brilliant. People have really understood what it’s about and we’ve had people in buying hundreds of pounds worth of gift cards. It’s only going to become more popular as we head towards Christmas, with people buying gift cards as presents and as a way of doing their own Christmas shopping.

The new M Signature premium range has been hitting shelves as well. How has that been doing?
Yes, and it’s proving to be really successful, too. It looks really good and the quality is superb. We have our own taste tests in the staff canteen, and I think we now have a great balance in our own label range - there’s something for those who want to treat themselves to something nice, and there’s plenty for those who need to
be more price focused on the M Savers range.


Morrisons has been cutting its prices too, hasn’t it?
Yes, we’ve been seeing a big uplift in our 50p and £1 promotions, and M Savers really feeds into that as well. It feels like we have now got our offer really right - you
have to accommodate everyone.


I guess the next big thing is Halloween?
Absolutely. Halloween just seems to grow and grow, and we are giving it 50% more space than we did last year. When I first came to the store we gave just one shipper over to Halloween goods. Now it’s 12 bays, which is 50.


Phil Scordis was talking to Ronan Hegarty

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