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.

​Morrisons 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.

​It​ introduced a healthy eating ​"​Eat Smart​"​ range​ and said its​ new Nutmeg clothing ​w​omenswear 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.

​The 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.​"