WM MORRISON’S chief executive admitted yesterday it had not done enough to reach out to customers after the supermarket posted a worsening decline in sales and parted ways with its commercial director.
Revealing a 2.1 per cent drop in third quarter sales, Dalton Philips said it had not promoted strengths that set it apart from rivals such as its in-store butchers and bakers and admitted to losing out on promotions.
But he said it was about “promoting more effectively” rather than promoting more, adding “you have got to have promotions that stand out.”
Philips said it had “to adjust” and commercial director Richard Hodgson would be replaced with veteran retailer Martyn Jones.
Morrisons has lagged rivals in moving online and launching convenience stores, prompting analysts to criticise it for being “stuck in the past.”
The group will open 70 convenience stores by the end of next year. It also launched its online Morrisons Cellar wine range this week and will update on a full internet offering next year.