Morrisons renews games focus

Morrisons is tackling the video games market with renewed focus this year, according to its games buyer Simon Millea.

The grocer plans to make its games business more relevant and theatrical for its customers by being more selective with the titles it stocks and finding new sources of revenue.

We are a retailer with a strong heritage in offering great value for money – and the games category should be no different,” Millea told MCV. We still have a little way to go, but this year we are approaching the category with renewed focus, enthusiasm and a clear strategy that puts the customer at the centre of all decisions we make.

And we are in a position to learn from the mistakes made by our competition and continue to be as relevant as possible to our customers.”

Millea joined the games team from the company’s books division, where he helped improve sales by 28 per cent year-on-year – and hopes to achieve similar success in video games.

While he says that Morrisons has no intention to grow the space in-store”, Millea plans to focus on specific titles that resonate best with its customers.

The supermarket also hopes to improve sales on games-related products such as subscriptions/points cards and toys.

Millea adds: To date we have only made the smallest changes but we have seen positive impact to our market share, that is merely a taste of what is to come.”