Brand Futures - Morrisons: Keeping local, local
Morrisons is helping the high street to be the best it can be. Its ‘Market Street’ of fresh produce has been moved out into local stores. Fresh produce is provided through partnerships with the local greengrocer, butcher and baker. Grocery and household items are available in Morrisons neighbourhood stores. Consumers experience a more intimate, personal shopping experience, with consistent quality, local sourcing and great value, through the support and advice that shopkeepers receive from Morrisons. As a result, many UK high streets are buzzing networks of collaborative consumption and traditional trade activity made up of local growers, producers and online distributers.
This has been a considerable transition for Morrisons’ business model, but still reflects the high street culture and commitment to fresh produce that its ‘Market Street’ superstore format always offered. Collaborating with communities and decentralising its stores has reinforced the family feel, closeness to customers and freshness, which characterises the brand.