FT11 Sep 2015 08:13
Wm Morrison: back to the future: For years, the grocers have been saying that people want to shop at convenience stores; Morrisons has just sold 140 convenience stores for £25 million (incurring a £30 million loss). For years, the internet has been one of the fastest growing areas of food retailing; Morrisons devoted just four lines to the internet in Thursday’s results. For years, it has seemed like the glory days of the standard, midsized superstore were in the past; Morrisons’ strategy puts such stores front and centre. Between 2009 and 2012 it was making twice that. Mr Potts’ plan is hardly rocket science: keep prices low, refresh the stores and tailor them to local tastes, offer additional on-site services and cut back management layers. He also plans to close 11 more stores (on top of 10 already shut this year), taking capacity out of an oversupplied sector. And yet if Mr Potts’ back to basics revamp is to work, he needs customers to play ball. The grocers diversified for a reason: customers wanted something else. Mr Potts is betting that the British public will decide that they do, after all, want to spend an hour or so every week pushing a trolley down the endless aisles of the modern supermarket. That, perhaps, is the most counterintuitive thing of all.