A Professional Analysis of Morrisons' Weekly Offers

Morrisons holds a unique position in the UK supermarket landscape, distinguished by its vertical integration—owning much of its own supply chain—and its in-store "Market Street" concept. This operational difference heavily influences its promotional strategy. An authoritative analysis of the Morrisons supermarket offers requires a focus on its fresh food counters, the My Morrisons loyalty scheme, and its competitive response to both discounters and premium rivals.

"Market Street": The Fresh Food Proposition

The cornerstone of Morrisons' brand identity is Market Street, an area within its larger stores featuring specialist counters for butchery, fishmongery, bakery, and delicatessen. The weekly flyer consistently leads with offers from these counters. This strategy aims to:

• Highlight Freshness and Expertise: By promoting offers on freshly cut steaks, whole fish, or artisan breads, Morrisons reinforces its image as "foodmakers and shopkeepers".
• Drive Footfall to High-Margin Areas: These counters are a key point of differentiation from discounters like Aldi and Lidl. Attractive offers encourage shoppers to engage with these services.
• Offer Flexibility: Unlike pre-packaged goods, counter service allows customers to buy the exact quantity they need, which can be a value proposition in itself.

The most effective use of the Morrisons flyer, available on sites like cataloguethisweek.com, involves planning meals around the flagship Market Street promotions.

The My Morrisons Rewards Scheme

Morrisons has transitioned from a points-based system to a more personalised, instant-reward model with the My Morrisons app. This requires active engagement from the shopper:

1. Personalised Offers

The scheme provides members with digital offers based on their shopping history. These are typically money-off vouchers or discounts on specific products. The key to maximising value is to align these personalised offers with the general promotions advertised in the weekly flyer.

2. Category-Specific Rewards

The app often features "clubs" or promotions targeting specific departments, such as a digital stamp card for coffee from the barista bar or extra rewards for frequent bakery purchases. These are designed to build loyalty within the store's key differentiator—its fresh counters.

Competitive Pricing and Multi-Buys

Beyond Market Street, the Morrisons flyer employs standard promotional tactics to compete with rivals like Asda and Sainsbury's. These include:

• Price Cuts: Simple, direct reductions on hundreds of branded and own-brand products.
• Multi-Buy Offers: Classic "2 for £X" deals are common, particularly on snacks, drinks, and household items.
• Price Match Promises: Morrisons regularly price-matches Aldi and Lidl on a basket of key essential items, a fact often highlighted in the flyer to counter the perception that it is a more expensive option.

In conclusion, the professional Morrisons shopper adopts a dual strategy. They are drawn in by the headline offers on high-quality fresh produce from Market Street and then utilise the My Morrisons app and standard multi-buy deals to ensure the rest of their basket is competitively priced.