Morrisons launches Payday Bonus as new strategy takes shape

Date : 07 February 2013

Morrisons is taking action to sharpen its appeal to customers with a couponing scheme that offers money off to loyal shoppers and a new campaign to communicate its fresh food specialist strengths. The new tactics are the first major initiatives to emerge since Nick Collard was appointed as Morrisons new group marketing and customer director last month.

Payday Bonus helps stretch monthly budgets

An adaptation of its Christmas saving scheme, shoppers must spend £35 or more in a single transaction, between 4th and 24th February to receive a Payday Bonus coupon. By collecting three coupons, one from each consecutive week, they can claim £10 back off a £35 shop between 25th February and 3rd March. The mechanic is clearly designed to encourage regular visits and should prove particularly popular with shoppers on tight monthly budgets with the cash reward typically falling in the last week before payday.

Communicating Market Street better

When announcing Morrisons Q3 results, CEO Dalton Philips said he wanted Morrisons to communicate its fresh product quality and craft skill strengths better, and this week we have seen the new strategy begin to take shape. A four page advertorial has appeared in selected newspapers that uses the headline "More of what matters at Morrisons", that includes interviews with in-store bakers, butchers and fishmongers, and highlights several promotions under the Pick of the Street banner. The Market Street concept is also well communicated on Morrisons website with new features to illustrate the retailer's fresh and craft skills strengths.

New Ant and Dec ads

A new series of TV ads fronted by celebrities Ant and Dec will be screened to communicate the new message. The ad features the duo talking with Morrisons staff about how its meat and fish are sourced and prepared in stores; a tactic that should help differentiate Morrisons better from rivals.

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Image source: Morrisons