Price cuts and a strong Easter boost Morrisons
The Bradford-based supermarket chain said like-for-like sales rose 3.4 per cent in the three months to April 30, considerably ahead of analysts' expectations of 1.7 to 2.0 per cent growth. It was also an improvement on the previous quarter's 2.9 per cent increase.
Total sales, excluding fuel, rose 2.8 per cent, reflecting the impact of last year’s store closures.
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Hide AdMorrisons said it is attracting more customers although there was some inflation during the period, as imported food prices were affected by lower sterling.
It introduced another wave of "Price Crunch" lower prices earlier this week.
The group reported improved satisfaction levels, introduced shorter queues during the busiest periods such as Easter and a new ordering system.
It has extended its "The Best" range of upmarket products, which has appealed to more affluent customers.
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Hide AdIt introduced a healthy eating "Eat Smart" range and said its new Nutmeg clothing womenswear offer was introduced into over 50 stores, and the Nutmeg brand was extended into baby and child accessories.
It has also launched a new website, flowerworld.co.uk, offering a range of fresh bouquets for free next day delivery to customers anywhere in Britain.
In food, it introduced a new online and in-store "Food to Order" offer for Spring/Summer, enabling customers to pre-order for parties or other special events all year round.
It said that "Morrisons at Amazon" continues to grow, with the same-day and one-hour delivery service recently extended into more London postcodes.
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Hide AdThe group's chief executive David Potts said: "We are improving the shopping trip in many different ways, which is making Morrisons more popular and accessible for customers.
"These new initiatives in-store, online, in wholesale and services are beginning to build a broader, stronger Morrisons.
“We are confident we will continue to turnaround and grow Morrisons."