Morrisons is lagging in online shopping, but how does it fare in social media?

Poor old Morrisons is having a tough time of it at the moment. A horribly public spat between its former chairman Sir Ken Morrison and current chief executive Dalton Philips at its AGM may have hit the headlines last month, but its troubles run far deeper.

Morrisons: getting to grips with digital channels
Morrisons: getting to grips with digital channels

A failure to keep up with its rivals in the online retail space, plus pressure from the discounters, have left the supermarket in the doldrums.

In May, the retailer embarked on a radical relaunch as "Your new cheaper Morrisons". Even this got off to a rocky start, as its showpiece stunt, projecting a baguette onto the Angel of the North, was criticised and subsequently removed from its social presence.

Nonetheless, its efforts to engage through social are usually fun and informal, with games and competitions to keep its community entertained. While complaints do pop up on its social platforms on a regular basis, the battle-hardened supermarket deals with negative comments head-on.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published