Morrisons’ festive triumph

Budget supermarket chain Morrisons claims to have beaten its UK retail rivals over Christmas after posting a 6.5% rise in like-for-like sales.

Sales at Morrisons rose 6.5 per cent in the six weeks to January 3, surpassing the growth at Tesco, Sainsbury and Asda.
“Some of the things we did at Christmas I think took our competitors a little bit by surprise, says says finance director Richard Pennycock.“If we look at some of the offers half-price champagne, for example they were very well received, very successful. I don’t think our competitors saw that one coming.
He adds that Morrisons’ ‘vertical integration’ it grows many of its own vegetables and is Britain’s biggest abattoir owner offers more flexibility and speed in running promotions.
“I think we will see more offers around fresh food where we can use our vertical integration – because others can’t follow that.

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