Rami Baitiéh completes a transformative year at Morrisons, spearheading significant changes.
- A landmark deal reduced Morrisons’ debt substantially, enhancing financial stability.
- Customer engagement has been prioritised, with input being valued at both management and store levels.
- Enhancements to the More Card loyalty scheme have been substantially expanded, reflecting major investment.
- Innovation in AI technology aims to improve product availability and elevate customer service.
Rami Baitiéh’s appointment marked a year of significant change at Morrisons. Originally from Carrefour, Baitiéh brings valuable experience in fast-paced grocery environments. He describes his first year as ‘incredibly fulfilling’, highlighting the dedication of colleagues and suppliers, and the loyalty of customers as key factors in the progress made.
Financial restructuring was a critical move in the past year. The sale of ground leases on 76 stores to Song Capital, along with earlier sales from its forecourt business, facilitated a significant reduction in Morrisons’ debt by 41%, freeing up resources for strategic initiatives.
Customer engagement has been pivotal under Baitiéh. He’s introduced innovative approaches where customers and store managers now have a platform to voice feedback directly through management meetings and roundtables. This initiative aims to invigorate the business by aligning with customer expectations on pricing and service.
A major emphasis has been placed on the More Card loyalty program, which has seen increased investment. August and September marked a period of expansion with more than 2,000 products included in promotional pricing. The loyalty scheme’s reach now extends to Morrisons’ channels via Amazon, enhancing the shopping experience for loyal customers.
Technological advancements have been embraced, particularly with the installation of AI-powered cameras across Morrisons stores. These cameras significantly improve stock management by detecting shortages and enhancing efficiency, thereby allowing staff to focus more on customer service. This technology partnership with Focal Systems positions Morrisons as a leader in retail innovation.
To maintain competitiveness, Morrisons launched its Aldi and Lidl Price Match campaign, covering a range of essential products like corn flakes and household goods, reassuring customers of its commitment to value.
Baitiéh has also prioritised leadership development with the creation of the Sir Ken Morrison Leadership School. The school aims to cultivate future leaders within Morrisons by offering training and mentorship opportunities.
Further expansion in convenience stores aligns with Morrisons’ growth strategy, seeking to add 400 new locations. This move is supported by acquisitions and partnerships enhancing their convenience and online presence.
A significant restructuring included job reductions, yet it’s aimed at increasing efficiency. Despite reducing roles, new opportunities for shift managers have been created, reflecting a strategic response to operational needs.
Rami Baitiéh’s leadership marks a year of dynamic evolution, setting a firm foundation for Morrisons’ future growth.
