Inside Morrisons: The new customer-facing initiatives introduced under CEO Rami Baitiéh

Morrisons has introduced a raft of customer-facing initiatives in recent months as new CEO Rami Baitiéh pledges to “refresh” the supermarket giant and improve customer relations.

We take a look at some of the new in-store features, the grocery giant has brought in to win back shoppers.

Extended Quiet Hours

Earlier this month, Morrisons extended its ‘Quieter Hours’ to offer shoppers more opportunities to experience a calmer shopping experience.

The new extended scheme will now run between 2 pm and 3 pm every week from Monday to Thursday, after it was first introduced in 2018 as part of the National Autistic Society’s Autism Hour campaign.

The scheme allows many on the traditional “disruptive” elements of in-store shopping to be removed, such as reduced levels of store lighting, turning music and radio off and avoiding tannoy announcements.

Other features include fewer movements of trolleys and baskets, the lowering of checkout beeps and other electrical noises, and alerting other customers that it is Quieter Hours.

Morrisons business sponsor of ability Charlotte Exell said: “The weekly shop can be a daunting task for those who may struggle with noises associated with it, from the crashing of trollies to loud voices and music.

“At Morrisons, we are always looking for more ways to support customers, the Quieter Hour is incredibly popular in our stores across the nation so we have listened to customers and will now help more shoppers in our extended times.”

‘Stop and rest’ areas

Photo: BrettofKent on X

In January, Morrisons began rolling out new seated areas in-store, as it encouraged shoppers to ‘stop and rest’.

Morrisons said on X, formerly Twitter: “Need to take five? We’ve put seating areas in our stores for anyone needing a break mid-shop. Sit down, have a chat and take as long as you need.”

A spokesperson told Grocery Gazette: “We’re always looking at ways to improve the shopping experience for our customers and some tell us that during a big shop, they would like the opportunity to stop and rest. The feedback from customers since we introduced it has been really positive.”

Police terminals

A shopper using Morrison's in-store police terminal

Last month, the supermarket giant allowed the police to install touch-screen terminals to make it easier for customers to report crime.

First introduced in Morrisons stores across Bedfordshire, shoppers will now be able to use the new terminals to submit information, access victim support and report feedback to the police.

Morrisons corporate protection manager Carl Probert said: “This is a collaborative approach whereby Morrisons is assisting Bedfordshire police to help report and reduce crime in the local community.

“We are fully supportive of the scheme and pleased to hear of its initial success.”

Shoppers to join management meetings

In February shoppers were invited to join its management meetings as the supermarket attempts to “start a new chapter”.

Baitiéh believes the key to improving the company lay in “listening to customers” and that shopper’s view and opinions would be heard by management and executives.

The new initiative would see monthly shoppers roundtables to be held once a month to get a greater insight from the shop floor, with particularly “challenged” branches to host a meeting every week.

Child-friendly checkouts

Morrisons mini trolley

Last month, Morrisons introduced child-sized trolleys in a bid to make the shopping experience more accessible and enjoyable for children and parents alike.

The mini trolleys have proven a hit in store, helping parents entertain children during the weekly shop, which can sometimes be a stressful experience with a toddler in tow.

They are fully functional and equipped with a tall branded flagpole and an adult-height level handle.

A spokesperson for the supermarket said: “We want customers of all ages to enjoy shopping at Morrisons and know our younger shoppers are often keen to help out at the tills so we welcome them to have a go next time they’re in our stores.”


Click-and-collect Travel Money kiosks

Morrisons has launched a new online currency exchange for customers to purchase currency at and arrange to  either have it sent to their home or to click-and-collect it from over 50 in-store Travel Money kiosks nationwide.

This is a smart way to draw those about to go on holiday into store, and perhaps entice them to snap up some sun cream or a swimsuit whilst there.

Morrisons Travel Money kiosks are currently in 50 stores across the UK including Bradford, Leeds, Sheffield, St Helen’s, Edinburgh, Glasgow, Nottingham, London, Basingstoke and Hastings.

Digital screens and AI app

Morrisons digital screens

Last month, Morrisons launched a range of new media opportunities, including digital screens at its Market Street food counters, and the introduction of AI to its More Card app.

The digital screens will be placed on the grocer’s butcher, fishmonger, deli, pizza and oven fresh counters in over 300 stores.

They are designed to give brands more opportunities to promote their products complement the counter range, as well as provide more moments for interaction with customers in a part of the store where products are not stockers.

While Morrison’s new AI app update, ‘My Points Boosters’, will offer customers hyper-personalised incentives based on their shopping patterns. Shoppers can now select up to 10 leading brands from a personalised list to be rewarded if they reach a certain spend milestone.

As customers gain more More Points, they will be able to hit bigger milestones and eventually convert into Morrisons Fivers.

Alongside digital screens and AI app updates, Morrisons also introduced trolley media in over 300 stores.



7 Comments. Leave new

  • Just gimmicks, how does that put food on the table? Like with morrisons being at least 10% more expensive than asda? Would have been much better if it had reduced its prices instead.

    • Every day, our prices are getting better.
      Please, come shop at Morrisons. You will see tgat our model allows us to have very good prices

  • More smoke and mirrors from Morrisons. What shoppers want is genuine pricing.

  • Glen Allen
    May 8, 2024 2:10 pm

    Headlines, just headlines…where a small proportion of customers will appreciate the gimmicks the hard core M shopper wants improved availability, efficient service and a comfortable shopping experience, sadly it seems with the M model this can prove very costly.

    • Availability has improved. We are right now number 3 on availability in the UK market. We will countinuously improve. We own our own factories. Our model allows us to have full control on availability

  • jacqui kenyon
    May 10, 2024 10:49 am

    Proud to work for a company that actually listens to its customers and makes changes rather than promising them.

  • Suzan Humphries
    May 10, 2024 3:00 pm

    Quiet Hour…..I can understand the reduction in noise levels but please don’t reduce the lighting levels, many customers have age related impaired vision and need good lighting for clarity.


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