It said that in the six weeks to 30 December like-for-like sales, which exclude new store openings, fell 2.5% compared with the same time last year. Morrisons said the figures showed it needed to improve its promotions. It also said that they showed the importance of online shopping, which Morrisons does not offer.
A statement from the retailer explained that “notwithstanding these difficult market conditions, which we expect to continue through 2013, our sales performance in the period was disappointing. This reflects both the need to improve our promotional innovation and the communication of our points of difference, and the accelerating importance of other channels, such as online and convenience, which Morrisons has only recently entered.”
Morrisons said that despite the disappointing six-week period it still expected its full-year results to be in line with its previous forecasts. It plans to have opened 70 convenience stores by the end of the year.