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Morrisons Boss Says Improving Customer Experience More Important Than Advertising
- Marketing Week, Friday, September 11, 2015 8:19 AM
Morrisons will continue to focus on improving the in-store shopping experience rather than investing in pricey above-the-line campaigns, according to the supermarket's chief executive David Potts. Since joining Morrisons in March, Potts has adopted a quieter approach to advertising, with a recent TV ad celebrating the return of manned checkouts a rare example of TV spend. In fact, the Bradford-based supermarket brand dropped its ad spend by 33% year-on-year for the first half of 2015.
