Thursday 11 July 2024

Morrisons Rolls Out WIGIG Range

 Morrisons Rolls Out WIGIG Range

Morrisons ‘when it’s gone it’s gone’ (WIGIG) range has been rolled out to nearly all its supermarkets.

Having first been introduced in February, trade magazine The Grocer reveals that the chain’s WIGIG range has now reached its 450th store. It offers shoppers discounted general merchandise, similar to the offer in Aldi and Lidl’s middle aisle.

Morrisons is said to be working with several new suppliers to offer a range of products, including cookware, toys, homeware, electricals, garden, and car care. Some health & beauty, household cleaning, and food & drink lines have also been featured.

The offers are displayed on wooden crates with ‘When it’s gone it’s gone’ signage. They are live in store for three weeks at a time, with new products added weekly.

Speaking to analysts last week, Morrisons CEO Rami Baitiéh said: “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.”

Last month, Morrisons delivered another “solid quarter of progress” as Baitiéh implemented his recovery plan, which has focused on improving the chain’s product availability, loyalty scheme, and price competitiveness.

NamNews Implications:
* When shoppers fully understand WIGIG…
* …it becomes an opportunity and incentive to buy, ‘before stocks run out’.
* With Morrisons becoming a source of once-only bargains…
* …‘providing great quality… but at genuinely outstanding prices’.
hashtagMorrisons hashtagWIGIG

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