The Morrisons shopper

Dan Gillett
Shopper Insight Manager
@IGDShopperNews

In this report, we shine a spotlight on the Morrisons shopper and ask three questions:
- Who are they? How old and affluent are they, what region are they from?
- How do they shop? What channels do they use, what missions are they on, how much do they enjoy shopping and like or dislike browsing?
- What matters to them? How do they feel about British and local products, how do they feel about technology and the Morrisons shopping experience.