Morrisons introduces weather bulletins in-store
The Morrisons supermarket chain is introducing weekly localised barbecue forecasts in all UK stores.
From the end of this week, weekend weather forecasts will be placed at the front of store each Thursday for the duration of the summer holidays to help customers buy the right food for the weekend.
The supermarket is working with weather information services provider MetraWeather which will give local weather forecasts for each of Morrisons 491 stores. The ‘Local BBQ Forecasts’ will also include weather announcements over the store tannoy to remind customers during their shopping trip.
Morrisons said its research found that 58% of UK consumers said they do not know the weather forecast when doing their shopping. As a result, more than a fifth said they buy the wrong food for the weather.
In addition, almost a third of customers admitted that they often found themselves doing an additional shopping trip because the weather is unexpectedly good or bad.
The localised alerts played over the in-store PA system and shown on weatherboards in the front of the stores will be updated at 5pm every Thursday throughout the summer.
Anna Lane, customer service director at Morrisons, said: “We can’t change the weather but we hope that by giving our customers up-to-date local BBQ forecasts we will help them plan their shopping and make the most of our fresh British food this summer.”
The forecasts will until 1 December.
