Morrisons to roll out more consistent unit pricing
The changes, which start this month and will finish rolling-out by the end of 2013, will see most products in the retailer’s stores labelled with a price per kilogram for solids or the price per litre for liquids. However, Morrisons said there will be some exceptions where different measures are more relevant or required by law and it will be working with consumer champion Which? to see how it can give better information customers in these instances.
The supermarket will introduce new shelf edge labels with a larger unit price and a doubling of the size of the unit price taking it to more than 50% of the size of the pack price. There will also be more consistent unit pricing across the store to help customers make clear comparisons and a clearer unit price on items that are on promotion to enable them to compare deals with standard prices.
Dalton Philips, chief executive of Morrisons, said: "For too long, retailers have not given customers enough information to easily compare prices. By doing this we believe we can restore trust in supermarket prices."
Morrisons said that some 30,000 prices will have to be changed in the average store.
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