Customer & marketing
We listen hard to our customers to understand and meet their changing needs. And we work closely with our retail, trading and support teams to respond to this feedback and deliver our commercial strategy.
In the spotlight
We’re an innovative team of marketers, researchers, digital specialists and communications experts who tell the world our story. Together we use our multi-channel marketing experience from all kinds of sectors to create compelling marketing communications to support our stores and Morrisons.com.
Implementing our marketing plan, we build our brand and make sure people know what makes Morrisons different. It’s how we’ll attract more customers and become their favourite supermarket. We’re the team that engages with and builds stronger connections with our customers from social media, digital marketing and emails to media relations, local press and national TV adverts.
There for our customers to speak to every day, we respond to their queries, answer their correspondence and build stronger relationships.
We carry out research to get to know our customers better and use market intelligence to inform business decisions.
Managing our ‘More Reward Programme’, we make sure our customers keep coming back for more.
We develop all of our advertising and in-store marketing activities from TV to POS.
As well as dealing with the press on a daily basis, we manage a wide range of enquiries from journalists.
Trade planning & pricing
Defining our customer agenda, we work with trading colleagues to make sure our plan is compelling for our customers and competitive in the market.
Finding local solutions is one of our six business priorities. This means we tailor our offer to be locally relevant to the communities we serve. Customers and colleagues tell us they love local and we are constantly listening and working hard to become more local, whether that's selling the freshest, best quality local products, delivering locally relevant events or working closely with our local communities.
We travel the length and breadth of the country to find the next generation of local food makers and get their products on our shelves, attracting more and more people to shop with us. We also tailor our marketing and communications locally using the most effective communication channels available.
How is all of this delivered? It's through great teamwork across the whole company, listening hard to customers and colleagues, using data and local knowledge to deliver the very best local solutions.
We help to attract new customers and build stronger customer relationships by bringing our brand to life in the digital world. We create emails, online ads, content for our affiliate programmes and all kinds of social media posts and videos for Facebook, Twitter, Instagram, Pinterest and YouTube.
The end to end focus of the team covers 5 key areas - Brand management, Design, innovation, nutrition and process delivery.
As the guardians of Morrisons brand across food, household, health and beauty we develop a profitable brand strategy and manage the implementation across all customer touch points. From understanding insight and trends, to identifying new opportunities, to developing new innovative food ideas, creating engaging and inspiring packaging design, delivering expert nutrition, policies and standards and process delivery to launch new products.
Our different brands appeal to different customer life stages. In order to appeal to more and more customers it is important to focus on all of our brands. We look after over 10,000 products across 13 brands spanning 119 product categories offering a wide range of good quality, great value products to help our customers afford to live and eat well.
“You get involved in things that some people might never get the chance to get involved with, so it’s very varied.”
Darren Ferry - Marketing manager