“One of the biggest challenges I have been tasked with is Morrisons Cellar. It’s a really interesting challenge and it is still fairly early days. We are really trying to get the message right around wine online. As part of the online buying experience, Taste Test is part of that design.”
“It has been very exciting. I have been on the sourcing team for two and half years. In that time it has changed beyond all recognition, with the focus that has been put on wine since Steve [Mosey] has got the team structure that he wants and the layout.”
“As a buyer merchandising in under £5 and under£ 8, what is actually on the shelf the quality is there and we are delivering. For over £8, we need the proper quality of the wine to really come through. If someone is buying an over-£8 bottle then they know their wine, so we need to make sure we get that right.”
“We all have completely different strengths in completely different areas. It does help a lot to be able to have different members of the team able to focus on the very different areas. We have massively different experiences in wine from some of us with only a little bit too expert levels, but it all helps to strengthen the overall structure of the team.”
Morrisons has been forced by the Advertising Standards Authority to pull what it claims are “misleading” adverts offering special promotions after only two complaints.
Lidl is the UK’s best supermarket for wine when it comes to value – according to an 18-month study tasting over 4,000 wines carried out by the Wotwine app.
Morrisons’ saw a sharp drop off in sales in the last three months, but insisted it had “made progress” on its strategy, and needed more time to see the results.
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Meet Mark Jarman, head of wine operations, Morrisons Subscription
“We are developing a strategy that is collaborative and essentially, the rationale for this is that the buying role is massive with a lot details day to day. It is very hard in a traditional wine-buying structure to give the time and resources required to the sourcing element because it is a very complex sector and product”