Morrisons issues plea to shoppers who shop at Aldi or Lidl instead

Morrisons is urging shoppers to give its middle aisles a chance as it rolled out its own offers to rival Aldi and Lidl across 459 stores. The supermarket giant said its "when it's gone it's gone" (WIGIG) range is available in nearly all its supermarkets.

A spokesperson for the company told The Sun that the number of WIGIG products each store sells depends on their size and space for merchandising them. Some of the products you’ll find include everything from toys, homeware and garden, as well as food, health and beauty.

Consumer Psychologist Dr. Cathrine Jansson-Boyd from Anglia Ruskin University previously explained the middle aisle layout gives shoppers an "adrenaline rush" as they feel like they're bargain hunting. Dr Jansson-Boyd said: "This structure means that we will dig through and look for random things and have the perception, because of the layout, that it's cheaper."

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Morrisons confirmed to The Sun that the 'when it's gone it's gone' offer is available in the following stores:

• Victoria

• Mayo Avenue

• Colindale

• Gibraltar

• Carlisle

• Hillsborough

• Hyde

• Bulwell

• Speke

• Small Heath

• Halfway

• Swansea

• Borehamwood

• Mansfield

• Blackburn

• Granton

• Dumbarton

• Baillieston

• Hamilton

• Enterprise 5

• Dukinfield

• Rotherham

• Blackpool

• Shrewsbury

• Warrington

• Kettering

• Kilmarnock

• Morton Park

• Hartlepool

• Anniesland

• Hadleigh London RD

• Chingford

• Ebbw Vale

• Coalville

• Binley

• Barrow

• Rubery

• Leamington Spa

• Aldershot

• Riversway

• Knottingley

• Thamesmead

• Killingworth

• Failsworth

• Tynemouth

• Netherfield

• Bristol

• Doncaster

• Paisley Anchor Mills

• Johnstone

• Dumfries

• Lindsayfield

• Aberystwyth

• Diss

• Doncaster Balby

• Starbeck

• Bristol -Hartcliffe

• Bedford

• Hunslet

• Bilston

• Kendal

• Ipswich

• Kirkstall

• Denton

• Reading

• Brampton

• Keighley

• Barnsley

• Doxford

• West Denton

• St Albans

• Gloucester Metz Way

• Llanelli

• Maldon

• Bromsgrove

• Morecambe

• Norwich

• Cambourne

• Cardonald

• Auchinlea

• Rothwell

• Eastbourne

• Dundee

• Grays

• Kings Lynn

• Whitefield

• Gamston

• Ross On Wye

• Canvey Island

• Woking

• Kirkcaldy

• Wood Green

• Wakefield

• Thornton Cleveleys

• Oldham

• Harrow

• Letchworth

• St Helens

• Catcliffe

• Guiseley

• Stoke

• Pontefract

• Tamworth

• Cleethorpes

• Derby

• Erith

• Crewe

• Cheadle Heath

• Milton Keynes L Plaza

• Penrith

• Hereford

• Little Clacton

• Glasgow - Barrack St

• Sheldon

• Newcastle U Lyme

• Northampton

• Stamford

• Welling

• Cardiff

• Ilkeston

• Wimbledon

• Morley

• Staveley

• Bishop Auckland

• Heckmondwike

• Skipton

• Parkgate

• Walsall

• Huddersfield

• Rogerstone

• Milton Keynes

• St Helens - Boundary Road

• Burton

• Falkirk

• Livingston

• Wednesbury

• Airdrie

• Perth

• Ellesmere Port

• Harwood

• Reddish

• Workington

• Malvern Roman Way

• Peckham

• Plymstock

• Openshaw

• Newport

• Connah's Quay

• Exeter

• Sittingbourne

• Blaydon

• Dalton Park

• Saltney

• Kidderminster

• Coventry - Holyhead Road

• Chippenham

• Anlaby

• Whitley Bay

• Thornbury

• Grantham

• Kirkby In Ashfield

• Darlington

• Eccles

• Gainsborough

• Wakefield - Dewsbury Road

• Bolton

• Newark

• Wellington

• Rochdale

• Lincoln

• Scarborough

• Barry

• Jarrow

• Baglan

• Nelson

• Wellingborough

• Middlesbrough

• Swadlincote

• Cwmbran

• Gyle

• Canning Town

• Paisley - Falside Road

• Bredbury

• Corby

• Caerphilly

• High Wycombe

• Queensbury

• Fishponds

• Up Hatherley

• Glastonbury

• Yeovil

• Hastings

• Swindon

• Oswestry

• Wrexham

• Erskine

• Willenhall

• Halifax

• New Brighton

• Wisbech

• Hoddesdon

• Isle Of Sheppey

• Giffnock

• York

• Moredun

• Newlands

• Barnard Castle

• Aldridge

• Cannock

• Colwyn Bay

• Hadleigh Ipswich

• Merrion

• Widnes

• Heywood

• Seaburn

• Stockton

• Bolton Atlas

• Chorley

• Winsford

• Belle Vale

• Banbury

• Boroughbridge

• Hull

• Retford

• Rhyl

• Southport- Winter Gardens

• Leyland

• Crowborough

• Stewartfield

• Hunters Tryst

• Portobello Road

• Glenrothes

• Inverness

• St Andrews

• Stevenston

• Stirling

• Blyth

• Consett

• Ealing

• Chapel En Le Frith

• Swinton

• West Kirby

• Whitehaven

• Meadowhead

• Loughborough

• Evesham

• Kingswinford

• Stratford Upon Avon

• Caernarfon

• Cromer

• Lowestoft

• Hatch End

• Paignton

• Penzance

• Taunton

• Tewkesbury

• Warminster

• Devizes

• Weymouth

• Crossmyloof

• Partick

• Chelmsford Regiment Way

• Leigh

• Newcastle Great Park

• Middlewich

• Lowestoft

• Bargoed

• Croydon

• Worksop

• Swindon Dorcan

• Verwood

• Wymondham

• Helensburgh

• Kirby

• Yeadon

• Witham

• Cardiff

• Dereham

• Byker

• Wetherby

• King Street- Aberdeen

• Arbroath

• Largs

• Peterhead

• Cowgate

• Bridlington

• Chesterfield

• Lichfield

• Denbigh

• Haverfordwest

• Neath

• Clacton Waterglade

• Harwich

• Loughton

• Sutton

• Newquay

• Plymouth

• Tiverton

• Basingstoke

• Portsmouth (Anchorage Park)

• Bathgate

• Holyhead

• Portsmouth

• Nailsworth

• Teignmouth

• Margate

• Bolsover

• Bishopbriggs

• Eastwood

• Horsforth

• Ecclesfield

• Redcar

• Pinchbeck

• Ripon- Harrogate Rd

• Alloa

• Ayr

• Bellshill

• Berwick

• Greenock

• Troon

• Malton

• Selby

• Hinckley

• Leicester

• Northampton- Kettering Road

• Castle Bromwich

• Leek

• Leominster

• Redditch

• Walsall

• Cardiff Tyglas

• Fakenham

• Peterborough

• Folkestone

• Gravesend

• Maidstone

• Welwyn Garden City

• Liskeard

• Tavistock

• Totnes

• Horndean

• Newport

• Oxted

• Lake

• Southampton

• Morpeth

• Kirkham

• Lutterworth

• South Shields

• Congleton

• Droitwich

• Weybridge

• Stanground

• Dover

• Birtley

• Brighton

• Chelmsford

• Elland

• Bacup

• Wells

• Littlehampton

• Worthing

• St Ives

• Porth

• Glenfield

• Bradwell

• Chester

• Canterbury

• Carmarthen

• Wishaw

• Strood

• Gloucester Abbeydale

• Ferry Road

• Cambuslang

• Stranraer

• Acomb

• Melton Mowbray

• Goose Street ULM

• Solihull

• Beccles

• Felixstowe

• Skegness

• Acton

• Palmers Green

• Stratford-London

• Bude

• Reigate

• Minehead

• Brentford

• Bamber Bridge

• Petts Wood

• Abergavenny

• Mansfield

• Dalkeith

• Houghton Regis

• Telford

• Brough

• Acocks

• Maghull

• Stirchley

• Harehills

• Scunthorpe

• Bramley- Swinnow Rd

• Alnes

• Fort William

• Hawick

• Ormskirk

• Todmorden

• Belper

• Burntwood

• Nantwich

• Stone

• Bangor

• Aylesbury

• Leighton Buzzard

• Sidcup

• Bideford

• Weston Super Mare

• Wincanton

• Yate

• Bracknell

• Bridport

• Goole

• Coventry Holbrook

• Catton

• Market Drayton

• Newtown

• Pendeford

• Herne Bay

• Blanford

• Bognor Regis

• Armthorpe

• Woosehill

• Castleford

• Bedlington

• Cowdenbeath

• Downham Market

• Frodsham

• New Milton

• Edgbaston

• Watford

• Shefford

• Southwark

• Banchory

• Louth

• Carterton

• Ramsbottom

• Rugeley

• Inverurie

• Kingsbridge

• Alnwick

• Coleshill

• Caterham

• Bath

• Carmondean

• Stamford Hill

• Clifton

• Camberwell

• Tamworth

Morrisons CEO Rami Baitiéh is quoted in The Grocer as saying: “Our trading mentality is growing – and nothing illustrates this more clearly than the way the whole company has got behind our range of outstanding value WIGIGs. For us, WIGIG is not a gimmick. It’s a strategic lever for sales growth and customer delight. The offers have to be great quality… but at genuinely outstanding prices.

“And while we build our strength in WIGIG, we are also building up muscle, experience and supplier relationships in GM and home & leisure… which is an area where we under index. We are still at the start of our WIGIG journey, but the best traders in Morrisons now see the potential, have got behind it and we are improving every day.”