Morrisons logo Morrisons Net Promoter Score 2017 Benchmarks

Last known Net Promoter Score is

2

Wm Morrison Supermarkets plc, trading as Morrisons, is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford, West Yorkshire, England.

Founded in 1899 by William Morrison, hence the abbreviation Wm Morrison, it began as an egg and butter stall in Rawson Market, Bradford, England. Until 2004, Morrisons store locations were primarily focused in the north of England, but with the takeover of Safeway in that year, the company's presence increased significantly in the south of England, Wales and Scotland. As of 2016 the company had 498 superstores across England, Wales and Scotland, as well as one in Gibraltar, which is the chain's only store outside of Great Britain.

Morrisons' market share in June 2015 was 11%, down 0.3% from 2014 – behind Tesco.

The company is listed on the London Stock Exchange and is part of the FTSE 100 Index of companies. The Morrison family currently owns around 10% of the company.

Quick facts about Morrisons

Founded 1899; 118 years ago (1899) (Bradford, England)
Key people Andrew Higginson (Chairman) David Potts (CEO)
Headquarters Bradford, West Yorkshire, United Kingdom
Revenue £16,317 million (2017)
Operating income £468 million (2017)

Net Promoter Score for Top Brands compared with Morrisons

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / Grocery is 24.



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How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Morrisons sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Morrisons with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.

Learn more

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Consumer Brands / Grocery companies with similar Net Promoter Score

Company Score
Morrisons 2
Ocado -4
Tesco -8
marks & spencer -10
Lidl 14
Sainsburys 16
Co-Op -14
Asda 21
Aldi 42
Spar 57

Other companies with Net Promoter Score similar to Morrisons

Net Promoter Score benchmark sources

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