Insights

Morrisons has expanded its “when it’s gone it’s gone” (WIGIG) offers to nearly all of its stores, aiming to enhance its competitive edge against discount retailers Aldi and Lidl. Initially launched in February, these limited-time deals are now available in 450 locations, featuring a diverse range of products including toys, homeware, garden supplies, food, and health and beauty items. The offerings are refreshed every three weeks and prominently displayed on wooden crates marked with eye-catching red signs. The WIGIG range is also accessible online for customers within the delivery areas of Morrisons’ fulfillment centers located in Erith and Dordon. This strategic move aligns with similar initiatives by Aldi and Lidl, which offer limited-time promotions known as “Specialbuys” and the “Middle of Lidl,” respectively. By adopting this model, Morrisons aims to attract bargain-hunting shoppers looking for unique deals. CEO Rami Baitiéh emphasized the importance of the WIGIG initiative, stating that it reflects the supermarket's growing trading mentality. He noted that the program is not merely a marketing gimmick but a strategic approach to drive sales growth and enhance customer satisfaction. Baitiéh highlighted the commitment to providing high-quality products at outstanding prices, which is essential for the success of the WIGIG range. As Morrisons continues to develop its WIGIG offerings, the company is also focusing on strengthening its relationships with suppliers and improving its presence in general merchandise and home and leisure categories, where it currently lags behind competitors.