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

Morrisons has launched a bid to compete with rival supermarkets Lidl and Aldi by introducing its own 'When it's gone its gone' (WIGIG) Specialbuys across nearly all of its stores. The range, which was initially launched in February, has now hit the shelves of the 450th Morrisons store, offering customers nationwide the opportunity to snag general merchandise deals typically found in the middle aisles of its German competitors.

Items on offer are as diverse as toys, homeware, garden essentials, along with food, health, and beauty products, presented in wooden crates accentuated by 'When it's gone its gone' signage. Deals refresh every three weeks, with new additions unveiled weekly.

During an investor call last week, Morrisons CEO Rami Baitieh expressed his enthusiasm for the venture: "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," he said. He further clarified that these offers are far from being promotional stunts, but rather strategic moves aimed at sales growth and providing customers with high-quality products at exceptional prices.

Baitieh articulated the company's ambition in the home and leisure sector: "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 and leisure... which is an area where we under index."

He outlined the progress and the staffs rising engagement with the initiative, saying, "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.", reports Birmingham Live.

A selection of the WIGIG range is also available online for customers within the delivery area of Morrisons' fulfilment centres in Erith and Dordon. Morrisons has reported a continued improvement in its performance for the second quarter ending 28 April, with group like-for-like sales increasing by 4.1 per cent, following a rise of 4.6 per cent in the first quarter.