Wow, Well Done Morrisons!

We’ve just been to Harrogate Morrisons for some research, to find it’s undergone a full redesign. The style of the store follows the Leeds, Kirkstall flagship/trial store, but not only has the concept not been diluted, it’s actually been improved.

The ‘Market Fresh’ area is open and bright, with informative point of sale, in a farm fresh feel, but it’s the variety of fresh produce that really amazes. Each of the counters are clearly separated by clean signage, with fun tone of voice injected and the whole store has been stripped of cluttered point of sale, so product stands out.

The new store layout, together with effective M brand range overhals and leading NPD will surely mean trouble for the other major three, as it’s rolled out nationally.