Wonky’s a winner
The Big Four.
Even though it’s me saying it, it gives me a little shiver of anticipation.
Because it sounds like there’s going to be a new season of This is Us, with a twist. Somehow, the Big Three have become the Big Four.
For those of you that have no clue what I am talking about, you’re missing out!
Not that it really matters though, to be honest.
In reality I am talking about the other Big Four. Sainsburys, Asda, Tesco and Morrisons.
(Obviously not quite as glam as a bit of television escapism!)
Of course, they’re not going to be the Big Four forever.
The discounters – Lidl, Aldi and Iceland – are all growing at a rapid rate.
So, the major players are all starting to lose some market share.
Online grocer Acado is snapping at the heels of the Big Four too.
Lidl is currently the UK’s fastest growing supermarket, with sales up by 10% amid new store openings around the country.
Aldi is a close contender in second place, having seen increased sales of 8.2%.
These two discounters have currently amassed a new market share high of 12.8%.
And it’s anticipated that this share will continue to climb.
Sun and Soccer
In the meantime, though, it seems all grocery chains are profiting from this unexpected (but very welcome!) sunshine.
Not to mention the World Cup!
No one that I’ve spoken to is very optimistic about England’s chances but some people clearly are…
The nation has spent more than £500m in supermarkets this period compared with last year.
Looks like summer has landed and it is summer booze, barbecue and footy fun for everyone!
And bring on the tonic, because gin sales are up by 40% compared to last year! That’s £38m or 1.7m litres.
That’s enough gin to fill 21,250 baths!
(Plus, there’s been a rise in sales of hayfever medications for those poor sufferers out there).
So yes, this freak British weather is bringing a welcome upsurge in consumer spending for the UK’s supermarkets.
Taking the lead…
It’s not just booze, bangers, burgers (and antihistamines!) that are turning the tables for Morrisons though.
The Bradford based chain has recently become the fastest growing of the UK’s Big Four supermarkets.
Previously, it was always lagging behind.
So, what’s the secret to their success?
Wonky fruit and vegetables.
Yes, you heard me correctly.
Curly carrots, tiny turnips, deformed dates and funky figs and all helping sales to soar!
Seriously, that’s what they believe have secured their position at the top of the supermarket tree.
And I get it. I really do.
That EU legislation about fruits and vegetables having to meet certain standards was a farce.
Granted, a curly carrot is a pain to peel, but as a general rule, they taste better… They’re curly because they haven’t been pumped full of crap!
And good on Morrisons for taking the initiative, which has seen their sales rise by 1.9% in a three-month period.
Pleasing the Punters
Not only is the decision to sell wonky vegetables helping to reduce produce waste but it is also a big win for customers…
Morrisons are selling this less than perfect produce at a cheaper rate.
A top notch emotive end user experience for consumers who are all trying to save money in these tough times.
A whopping 12% of shoppers at Morrisons now buy the wonky ones, which has boosted the stores own label sales by 18%.
No surprise really.
Excuse me madam… would you like this bag containing a rather wonky set of mixed casserole vegetables, or would you like to pay two pounds more for the same amount in a straight set?!
I know what my answer would be.
That couple of quid saved each time would soon add up enough to fill a bath tub with gin!
Stuffed wonky? Roast wonky? Wonky for the baby? Wonky smoothie?
As their advert says, the produce is naturally wonky and naturally wonderful.
Love it. Especially since it saves punters some pennies.
I am sure they have done some user experience testing and listened to customer feedback, which has made them decide to ‘go wonky’.
And good on them. It’s clearly paying off.
Consumers are your bread and butter, so it’s vital to know what they want and tailor your business initiatives appropriately.
Customers can make or break a brand.
Doing user reviews and obtaining feedback from both wonky wanters and those with perfection preferences can help increase customer loyalty.
Which, as Morrisons knows, can be a real boost for business.