Morrisons issues 'three week' warning ahead of new rules at 'nearly all' stores

Morrisons has tried to match its rivals Lidl and Aldi by rolling out "when it's gone, it's gone," Specialbuys. Morrisons has rolled out its ‘when it’s gone it’s gone’ range to nearly all its supermarkets, having first introduced the offer in February.

The WIGIG range recently reached its 450th store, bringing Morrisons customers across the UK the kind of general merchandise bargains usually associated with Aldi and Lidl’s middle aisle. It is displayed on wooden crates covered with ‘When it’s gone it’s gone’ signage.

Offers are live in store for three weeks at a time, with new products added weekly. “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,” said Morrisons CEO Rami Baitiéh in an investor call last week.

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“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.” Some of the products you’ll find include everything from toys, homeware and garden, as well as food, health and beauty.

A selection of the WIGIG range is also available online to shoppers within the delivery area of Morrisons’ fulfilment centres in Erith and Dordon. Morrisons reported continued improved performance in its second quarter to 28 April, with group like-for-like sales up 4.1 per cent, following a 4.6 per cent increase in quarter one.