Morrisons Unveils Its Vision For Future Growth

By Editorial
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Morrisons Unveils Its Vision For Future Growth

On 3 October 2023, an audience of 1,300 gathered at the Harrogate Convention Centre, London, to hear Morrisons’ leadership team reflect on the past year and set out its vision for the next 12 months.

Attendees heard firsthand from key members of the Morrisons leadership team, including James Badger, Morrisons Group Commercial and Manufacturing Director; Rachel Eyre, Morrisons Chief Customer and Marketing Officer; and Joseph Sutton, Morrisons Group Convenience, Online and Wholesale Director.

Summing up Morrisons’ ambition for the future, James Badger told attendees that the goal was to make the retailer “broader, stronger, and more accessible for all stakeholders.”

Morrisons identified the following areas as the route to achieving this goal.

Customer Loyalty And Satisfaction


With the retailer’s sales now sitting behind Aldi and shoppers increasingly turning to other retailers, increasing customer loyalty and satisfaction will be a key part of Morrisons’ plans.

Product Range And Quality

Morrisons will be embarking on streamlining the products that it offers to shoppers, with the retailer admitting that, in some categories, it is significantly overstocked, compared to its competitors.

While the focus for 2023 has been on value and pricing, the focus for 2024 will shift towards quality and innovation.


More Card And Morrisons Media

Morrisons hailed the success of the relaunched More Card, which now has five million active users. It is providing the retailer with a wealth of first-party data, which is being used to direct strategy.

This data will be used to power targeted advertising campaigns through the Morrisons Media Group. It will be a key driver of growth, which Morrisons will be leveraging to elevate event activation in 2024 and enhance brand engagement.

Convenience, Online, Wholesale


While Morrisons will invest in modernising its large store estate, the primary focus will be on convenience, online and wholesale operations.

Badger stated, “I’d like my teams and your teams to be spending more time face to face, whether that be in your factories or in our stores, so we understand your business and you understand ours, so together we can be stronger.”

Morrisons will return to the Harrogate Convention Centre on 11 June for its 2024 Trade Briefing.

To register your interest to attend the 2024 Trade Briefing, click here.

This article was written in partnership with IGD.

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