Price cuts and strong Easter trading at Morrisons has enabled it to enjoy a better-than-expected sales boost of 3.4 per cent in its first quarter.
Like-for-like sales, excluding fuel, at the Big 4 grocer went up by 3.4 per cent in the three months to April 30, compared to the previous quarter’s growth of 2.9 per cent.
Including fuel, total like-for-likes grew by 6.3 per cent compared to the previous quarter’s 4.8 per cent.
The supermarket retailer said its Price Crunch campaign, whereby hundreds of items have their prices slashed on a three-month basis, has enticed more customers through its doors.
In addition, Morrisons said its sales over Valentine’s Day, Mother’s Day and Easter were particularly strong.
“We are improving the shopping trip in many different ways, which is making Morrisons more popular and accessible for customers,” chief executive David Potts said.
“These new initiatives in-store, online, in wholesale and services are beginning to build a broader, stronger Morrisons.”
Potts added that the company was “working hard” to remain competitive, despite an increase in the price of food imports linked to the collapse of the pound since the Brexit vote.
Morrisons said its deal to sell groceries through Amazon “continues to grow”, with the same-day and one-hour delivery service recently extended into more London postcodes.