New Morrisons chairman Andrew Higginson has put price cuts at the heart of its recovery plan in an aim to put “the customer at the heart of what we do”.

The former Tesco executive says of what he considers the most distinctive of the big four supermarket chains: “On joining the business, the board and I decided that we needed to build on these firm foundations and return the business to growth by improving trading momentum.

“We now need to up the pace, especially in our core supermarkets, to regain trading momentum. First and foremost this will be done via a relentless focus on the customer.

“We need to put the customer at the heart of what we do – a simple aim, but not easy to do well. However, it has traditionally been one of Morrisons strengths and, I believe, is engrained in our great colleagues across the business. We will free up resources from within the business to re-invest more in the customer proposition – price cuts, but also service and availability.

“We will work harder than before to restore Morrisons value offer and improve all the everyday small details of the customer shopping experience. Success measures will be simple – more customers buying more from us.”.

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