Luckily it wasn't too inspired - I despise Sainsbury's Basics packaging.all new Phil wrote:Wouldn't be surprised to see some form of Morrison's loyalty card in the future to be honest. They've made a real push on loyalty and customer retention so this seems the next logical step.
I'm enjoying the packaging on the new 'M Savers' range. Obviously inspired by the Sainsburys Basics range, but its nicely done.
Yet another Morrisons thread
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bilky asko
- Posts: 1447
- Joined: Sat 08 Nov, 2008 19.48
It really does look great. But the problem is that it's in danger of looking too nice, and that creates something of a paradox, especially as it's a nicer design than the standard 'M' own brand (to my eye, standard 'M' is akin to Farmfoods/Iceland whereas the new 'M Savers' has something of Waitrose about it).all new Phil wrote:I'm enjoying the packaging on the new 'M Savers' range. Obviously inspired by the Sainsburys Basics range, but its nicely done.
As I always understood it (especially after reading the superb book "The Undercover Economist" by Tim Harwood), supermarket value brands were deliberately presented in rather unappealing packaging as part of a technique known as price targeting. In a nutshell, price targeting is a way of lifting the money from the pockets of two groups of consumers - those who are poor/thrifty and those who are wealthy/daft.
As Harford explains here (read the whole page if you've got time - it's fascinating):
All of which begs the question of whether Morrisons are shooting themselves in the foot by making their value range look even more appealing than the other labels in the product hierarchy.In the supermarkets, we see the same trick: products that seem to be packaged for the express purpose of conveying awful quality. Supermarkets will often produce an own-brand ‘value’ range, displaying crude designs that don’t vary whether the product is lemonade or bread or baked beans. It wouldn’t cost much to hire a good designer and print more attractive logos. But that would defeat the object: the packaging is carefully designed to put off customers who are willing to pay more. Even customers who would be willing to pay five times as much for a bottle of lemonade will buy the bargain product unless the supermarket makes some effort to discourage them. So, like the lack of tables in standard-class railway carriages and the uncomfortable seats in airport lounges, the ugly packaging of ‘value’ products is designed to make sure that snooty customers self-target price increases on themselves.
I think there's been a move away from the days of 'sabotaging' the value products, arguably when Sainsbury's Basics was introduced (where the packaging clearly states the difference between it and the main brand, if there is one).
The game then turned into making Value as accessible as possible, which Morrisons have been late to catch on to.
Tesco changed their value packaging to be a little more stylish with the Value element becoming far less prominent (especially with the 'Market Value' stuff). They also have "Discount Brands at Tesco" (which confuse customers more than help, in my opinion).
Asda's SmartPrice was redesigned in a similar vein, they also don't seem to have a limited colour palette any longer (although white is still the base and green is still prominent).
Co-op absorbed Somerfield's 'Simply Value' brand, which in turn had recently replaced the 'Makes Sense' range.
The game then turned into making Value as accessible as possible, which Morrisons have been late to catch on to.
Tesco changed their value packaging to be a little more stylish with the Value element becoming far less prominent (especially with the 'Market Value' stuff). They also have "Discount Brands at Tesco" (which confuse customers more than help, in my opinion).
Asda's SmartPrice was redesigned in a similar vein, they also don't seem to have a limited colour palette any longer (although white is still the base and green is still prominent).
Co-op absorbed Somerfield's 'Simply Value' brand, which in turn had recently replaced the 'Makes Sense' range.
I agree Will, it's remarkable that the 3rd (4th) year of it and it's still two staff sat at a table manually checking receipts then tearing off the voucher and handing it to the customer.WillPS wrote:I know the £25 voucher deal must tick some boxes, but it strikes me as amazingly poorly executed in terms of logistics. It's the sort of deal where a loyalty card would certainly come in handy, but even with their IT allergy surely giving out a sticker or a stamp or something would be easier to process?
A real efficiency driver needed here.
I see where you're coming from, however the range overhaul has only just kicked off and in these austere times, they've obviously seen the value tier is horrific and it's a good way to remind customers they care about top end customers (Bistro) and also the hard up ones with Savers overhaul and launch.rdobbie wrote:It really does look great. But the problem is that it's in danger of looking too nice, and that creates something of a paradox, especially as it's a nicer design than the standard 'M' own brand (to my eye, standard 'M' is akin to Farmfoods/Iceland whereas the new 'M Savers' has something of Waitrose about it).all new Phil wrote:I'm enjoying the packaging on the new 'M Savers' range. Obviously inspired by the Sainsburys Basics range, but its nicely done.
As I always understood it (especially after reading the superb book "The Undercover Economist" by Tim Harwood), supermarket value brands were deliberately presented in rather unappealing packaging as part of a technique known as price targeting. In a nutshell, price targeting is a way of lifting the money from the pockets of two groups of consumers - those who are poor/thrifty and those who are wealthy/daft.
As Harford explains here (read the whole page if you've got time - it's fascinating):
All of which begs the question of whether Morrisons are shooting themselves in the foot by making their value range look even more appealing than the other labels in the product hierarchy.In the supermarkets, we see the same trick: products that seem to be packaged for the express purpose of conveying awful quality. Supermarkets will often produce an own-brand ‘value’ range, displaying crude designs that don’t vary whether the product is lemonade or bread or baked beans. It wouldn’t cost much to hire a good designer and print more attractive logos. But that would defeat the object: the packaging is carefully designed to put off customers who are willing to pay more. Even customers who would be willing to pay five times as much for a bottle of lemonade will buy the bargain product unless the supermarket makes some effort to discourage them. So, like the lack of tables in standard-class railway carriages and the uncomfortable seats in airport lounges, the ugly packaging of ‘value’ products is designed to make sure that snooty customers self-target price increases on themselves.
There is a full range to change yet of course, so biscuits will change etc. Be interesting to see what they do.
Was rather excited to see the new store in Kirkby-in-Ashfield is being fitted out like the store in Wrexham. Can't wait to try it when it opens.
Oh really? What don't they like about it? The ceiling [or lack thereof] is rather poor imo and just makes it look cheap.SirKen wrote:May be some changes, they're unhappy with Wrexham allegedly.
I've never really understood the thing about ditching false ceilings, surely the amount of heat they keep in outweighs the cost of them over time.
"He has to be larger than bacon"
Kirkby in Ashfield has a glass front and a pretty high ceiling - couldn't see if it was exposed like Wrexham though.
Didn't see this coming - Morrisons have bought up the 10 Best Buy stores for Kiddicare.
Not sure I see that going too well personally - I thought the takeover was a good idea on account of the synergy which could be achieved in store, but the standalone mother & baby superstore is a thing of the past, isn't it?
Not sure I see that going too well personally - I thought the takeover was a good idea on account of the synergy which could be achieved in store, but the standalone mother & baby superstore is a thing of the past, isn't it?
That's very surprising - the only Best Buy I've been in is at Rotherham (can you believe Rotherham got one!) and it is enormous - I can't imagine them filling the space unless they plan to split up the units and sell/rent another one out. A LIDL in Sheffield did that in a former MFI store and they'll still trying to sell the extra space...WillPS wrote:Didn't see this coming - Morrisons have bought up the 10 Best Buy stores for Kiddicare.
Not sure I see that going too well personally - I thought the takeover was a good idea on account of the synergy which could be achieved in store, but the standalone mother & baby superstore is a thing of the past, isn't it?