Morrisons and Iceland shoppers aligned

Rumours are flying surrounding a possible Morrisons / Iceland deal.  Whether true or not, our shopper research shows a strong shopper alignment already exists between the two retailers;

• 15% of Morrisons’ shoppers already also shop in Iceland in a typical month
• After location, value for money is the key driver of store choice for both retailers’ shoppers
• Nearly 1/3 of both retailers shoppers are solo households

There are of course also critical differences when we look at who, why and when shoppers use the different retailers – talk to your client manager if you’re interested in finding out more.  him! have spoken to 600 Morrisons’ shoppers and 500 Iceland shoppers as part of our ongoing customer tracking programmes.