Current Operations
Morrisons currently has 455 superstores in the United Kingdom (September 2009), including those it retained following its purchase of Safeway plc (see below). Until 2004, Morrisons superstores were largely concentrated in the English Midlands and the North of England, but had expanded southwards, beginning with a store at Erith, Greater London, which opened in 1998. Most Morrisons stores operate from large superstores with a core focus on groceries and homewares, with fewer electronics items, clothing and furnishings than the company's main supermarket rivals.
Morrisons supermarkets are currently split into 6 areas of the UK. Scotland (51), North (72), Midlands (75), South East (63) with one of these in Gibraltar, South Central (62) and the South West (51).
Unlike its major competitors, Morrisons does not offer an online shopping service but have purchased a 10% stake in New York based online grocer Fresh Direct. With the 10% stake Morrisons are able to send a team to New York to learn from the business ahead of a potential launch in London in 2013.
Morrisons does not offer a loyalty scheme – except in its petrol stations.
According to CACI, as of 2006, Morrisons has market dominance in 10 postcode areas; SY (Shrewsbury), LD (Llandrindod Wells), WS (Walsall), TS (Cleveland), TD (Hawick), BD (Bradford), HG (Harrogate), LS (Leeds), WF (Wakefield) and HD (Huddersfield).
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