Morrisons ups its game on the stationery front with ‘thoughtful details’ own brand

Morrisons has introduced new own brand collection into its stores.
Morrisons has introduced new own brand collection into its stores.

Morrisons is on something of a roll. It has just posted its eighth consecutive period of sales growth, made a major commitment to a huge own brand range of non-food products and instigated a tie-up with Amazon for voice-activated ordering – plus introduced beer on draft in one its stores!

The supermarket chain’s third-quarter (13 weeks to October 29) showed that like-for-like sales up by 2.5%, continuing a trend of the last couple of years.

David Potts, chief executive of the 490 strong supermarket group cites the fact that Morrisons has become “more competitive” on price as having been a key driver in the growth.

Three Froot notebooks from Morrisons, that retail at £5.99.
Three Froot notebooks from Morrisons, that retail at £5.99.

Having been best known as a food retailer, the UK’s fourth largest supermarket has just upped its game on non-food front, launching a massive 1,500 product strong own brand collection that spans stationery, homewares and cookware.

Available in its bricks and mortar stores as well as online, the new collection, which has been developed from scratch over the last 15 months includes Morrisons’ signature ‘thoughtful details’ – which has proved successful on its Nutmeg clothing range.

Morrisons is improving its non-food offer, that includes greeting cards and stationery.
Morrisons is improving its non-food offer, that includes greeting cards and stationery.

Nearly a hundred Morrisons stores are to expand the space dedicated to Home products and a new look ‘store-within-a-store’ concept is being introduced. Morrisons.com is also flexing its online delivery service to offer over 1,000 of the new products to its online shoppers.

Commenting, David Lennon, home & leisure category director of Morrisons said: “We’ve designed a product offer that gives customers good quality at great value that they would be surprised to find in Morrisons.”

Amazon Echo devices will soon be able to be used to order products from Morrisons.
Amazon Echo devices will soon be able to be used to order products from Morrisons.

And there is more to come: “Although we have taken a huge step forward with our first launch we are at the beginning of the journey and we want to continue to develop the range and the team here to help us on the next phases of the journey.”

In another significant development Morrisons has also just announced that it is the first supermarket to have paired up with Amazon’s Alexa technology which enables shoppers to shop for groceries online using only their voice. When it is launched, shoppers will be able to ask ‘Alexa’ to add anything to their shopping ‘basket’ and it is then delivered to their home or office. The service will be able to be activated on all devices using Amazon Alexa, such as the Amazon Echo, Echo Dot or Amazon Tap – even bypassing the need to use a laptop or mobile phone.

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