Morrisons trials new convenience concept Morrisons Daily

The retailer is opening a new Morrisons Daily store in Crewe as it revisits the convenience format and trials new tree mark identity.

© Mike Poloway/UNP 01943884951. Opening new Morrisons branded Petrol station shop. Crewe. 14 December 2015.
© Mike Poloway

Morrisons has launched Morrisons Daily, a new convenience concept, just three months after selling off its portfolio of M Local stores.

The Morrisons Daily branding features a new tree mark, which was first trialled in a main store in Leeds in October.

Morrisons Daily is being piloted in Crewe on a petrol forecourt owned by the Motor Fuel Group, which operates 373 forecourts in the UK. It will also be trailled at four more of their premises around the country.

The Crewe shop is a 111m² space which Morrisons has converted over the weekend. The retailer says it will use the store to gain new customer insights before implementing these in later pilots.

Morrisons logistics and supply chain director, Ross Eggleton, who is leading the pilot project, says: “These pilots will allow us to create different propositions for each location and the customers they serve. The first pilot in Crewe also allows us to test and refine our approach ahead of opening another four early in 2016.”

In September Morrisons sold off M Local as part of a £25 million deal, which has seen the convenience stores renamed My Local and break away from Morrisons.

At the same time it outlined a policy to find opportunities to “Serve Customers Better” in the convenience market.

Discover more:

• Morrisons trials new logos but denies rebrand rumours

• Morrisons’ convenience stores set to rebrand in £25m sale

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