Store upgrade ‘thrills’ shoppers

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Bosses at Morrisons in Belper say they have been “thrilled” with the response of customers to a £1.7million revamp at the store.

The supermarket became one of the retail giant’s “stores of the future” at the end of October, whenit also took on an extra 20 staff.

New employees have been trained in a range of traditional craft skills such as butchery, fishmongery, baking and flower arranging which are a part of a ‘fresh market’ inspired shopping space, which stocks more than 450 types of fresh fruit and vegetables.

In order to deliver the new “food experience”, they have also completed intensive training on product knowledge so that they can advise customers and suggest cooking tips, food combinations and matching wines.

The store also now features ice beds and misting technology to optimise the freshness of the food on offer.

And Andy Dixon, Store Manager at Belper, said the re-launch had gone down well with shoppers.

“We have been thrilled with the response from customers to the new store,” he said.

“We wanted to create the best food shopping experience for the shoppers in Belper and something that none of our customers would have seen before yet still provide great value on all our produce.”

The store, which had previously been a Safeway was rebranded following a national takeover by Morrisons at the end of 2003.

Since then, Morrisons has become the fourth largest food retailer in the UK with 476 stores.