08
+3%
$451 $m
Morrisons
2012 proved to be a tough year for Morrisons, with market share falling to 11 percent in September, Q3 sales declining by 2 percent, and group commercial director, Richard Hodgson, leaving the business. Retail analysts have cited unclear marketing and weakened positioning as contributing factors to the brand’s struggle, which undoubtedly will become areas of focus for 2013. Morrisons is known for its fresh food offering, but lags behind in the areas of online and non–food which are key drivers of growth for competitors. However, Morrisons is taking some steps to evolve with investment in store design, continued expansion of M–local convenience formats, and the launch of its first e–commerce venture, Morrisons Cellar. The brand also has plans to debut a children’s clothing line, Nutmeg, in 2013. Looking ahead, Morrisons will need to ensure the brand is more responsive to consumer needs or risk becoming irrelevant in the very competitive grocery market.