Morrisons in good cheer inspite of sales slide

Morrisons insisted it is in a good place ahead of Christmas trading despite reporting another slide in sales as shoppers continue to decamp to discount rivals Aldi and Lidl.

CEO David Potts said: “I’m expecting a stronger Christmas than the business may be used to. I honestly think we are in a good place going into Christmas.

“Our internal forecasts are promising.”

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Bradford-based Morrisons will launch its festive TV advert on Friday, which will star ​​​​​real–life shop floor staff, including butchers, bakers, greengrocers and fishmongers. The TV ad, which will debut at 7.15pm during ITV soap Emmerdale, is a far cry from previous expensive adverts starring TV hosts Ant and Dec.

The adverts feature colleagues as they make products for Morrisons’ Christmas range. The first explains how Morrisons works with British farmers and makes fresh food in its stores. It shows sprouts and carrots being delivered daily from British farms, desserts being made with fresh British cream, £2 chocolate chip panettones made from scratch by in-store bakers and British beef joints being hand-prepared by Morrisons’ butchers.

The launch comes as Morrisons announced a worse than expected fall in sales. It blamed the fall on a reduction in promotional vouchers as Morrisons ditches gimmicks and focuses on lower prices.

According to mySupermarket, Morrisons was the cheapest supermarket in October, ahead of both Asda and Sainsbury’s and a substantial 9.6 per cent cheaper than Tesco.

Customer satisfaction rises: p.16