The new boss of Bradford-based supermarket Morrisons said the business was listening hard to customers after the chain reported another drop in sales today.
The 2.9% decline in like-for-like revenues for the 13 weeks to May 3 comes on top of a 7.1% fall posted by the supermarket business a year earlier.
David Potts, who has more than 40 years retailing experience at Tesco, took over as Morrisons chief executive in March after a year in which the chain slumped to a loss of £792 million.
He said: "My initial impressions from my first seven weeks are of a business eager to listen to customers and improve.
"I have been very pleased by the desire and support of colleagues, and by the genuine warmth and affection for Morrisons shared by both colleagues and customers. "This is a business with many attributes, some unique. Our task is to use those advantages to improve the shopping trip for customers and create value."
Mr Potts is carrying out a review of the business which will report back at the time of the group's interim results in September.
He has already announced plans to axe up to 720 jobs from the Bradford head office as part of a drive to beef up staff on shop floors.
The new boss of supermarket chain Morrisons is sending head-office staff onto the shop floor in a bid to improve communication with shoppers.
David Potts, who started work on Monday, told 2,000 office workers that he will be working in a store over Easter week and that he wanted them to do the same for at least one week each year.
He has urged workers at the Bradford-based chain to "listen hard" to customers and colleagues while they are on the shop floor as the company looks to reverse a period of falling sales and heavy annual losses.
I want to listen hard and respond to the views of as many customers and staff as I can.
I strongly believe that we are all retailers and we can learn how to serve our customers better when we are working in our stores or when we do our own shopping.
Mr Potts, who has more than 40 years retailing experience at Tesco, recently replaced Dalton Philips, who was ousted after leading the retailer since 2010.
The shop-floor initiative mirrors one put in place by new Tesco boss Dave Lewis before Christmas when he asked more than 4,000 employees including senior executives to stack shelves and operate tills.
Morrisons recently reported a loss of £792 million due to the lower value of its property estate while it posted a drop in like-for-like sales of 5.9%.
However, the sales trend improved in its most recent quarter with a decline of 2.6%.
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Morrisons has announced that chief executive Dalton Philips is to step down after five years at the helm of the struggling supermarket business.
The move was announced as the Bradford-based chain reported that like-for-like sales fell 3.1% in the six weeks to January 4.
Andrew Higginson, who is due to become chairman later this month, said the company's board believed the push to return the business to growth was "best done under new leadership.
Mr Higginson said it was "time for a fresh pair of eyes" over the business, although he pointed out that the company's Christmas performance was not a factor in the decision to change leadership.
Mr Philips said: "I'm very sad to be leaving but when a board wants to make a change you accept that and move on."
Morrisons also announced it is planning to close 10 loss-making smaller stores, putting more than 400 jobs at risk.
With the retailer's festive trading sales figures meeting City expectations, shares in Morrisons jumped 6% following the leadership change.
As part of a wider plan announced in March to invest £1 billion in price cuts over three years, initiatives from Mr Philips have included a new loyalty card
scheme promising to match prices at discounters Aldi and Lidl.
There have been signs that the strategy is starting to pay off after closely watched data from Kantar Worldpanel pointed to an improved sales trend.
Morrisons added today that a key performance indicator measuring items per basket was down by 0.2% on a year earlier compared with 2.4% earlier in the financial year. The decline in the number of transactions was also reduced.
A Morrisons employee has denied abusing his position to fraudulently disclose personal data at the Bradford-based supermarket firm.
Andrew Skelton, a senior internal auditor, denied charges under the Computer Misuse Act, the Data Protection Act and the Fraud Act. Skelton, 43, from Liverpool, was charged with the offences after an investigation at the Morrisons head office in Bradford.
The supermarket employee appeared at Bradford Magistrates' Court and spoke only to confirm his name, address and date of birth and to enter not guilty pleas.
The court clerk read the charges to Skelton, who stood in the witness box wearing a dark suit, pale blue tie and glasses.
He is accused of using a computer to gain unauthorised access to a programme or data with the intent to commit fraud; knowingly or recklessly disclosing personal data without the consent of the data controller; and conspiring to commit fraud by abusing his position with the intention of causing loss to Morrisons supermarkets.
All the offences are alleged to have taken place between November last year and March 20 this year.
Skelton was released on bail and will appear at Bradford Crown Court on December 16.
Profits at Morrisons have dived by more than half after the supermarket chain's sales were savaged in the industry's ongoing price war.
Like-for-like sales slumped by 7.4% in the half-year to August 3, while underlying profits dropped 51% to #181 million as the Bradford-based company committed more money to lowering its prices.
It is six months into a three-year turnaround plan involving an "enormous amount of change and modernisation" but said it was too early to see the impact of this work on sales.
Conditions are tough, and the industry is going through unprecedented change.
Tesco and Morrisons have been the major casualties in the recent shake-up of the sector, with Tesco recently cutting its half-year dividend payment by 75% in order to preserve funds for new chief executive Dave Lewis. Morrisons said today that its financial position remained strong and that it would increase its interim dividend payment by 5%.
Although it is too early to see the benefits of the three-year plan in the sales line, Morrisons is getting back on the front foot, and implementing change and innovation at real pace throughout the business
Britain's fourth largest supermarket Morrisons has announced a 51 per cent slump in its first-half profits as it posted its lowest figures for eight years.
The Bradford-based group said it made an underlying pre-tax profit of £181 million in the six months to Aug. 3.
Turnover fell 4.9 per cent to £8.5 billion, while sales at stores - excluding fuel and VAT sales tax - fell 7.4 per cent.
The Bradford based supermarket chain Morrisons is to cut more than 2,500 jobs. The company says it's part of a plan to modernise the way stores are managed. Chris Kiddey reports.
Bradford-based supermarket giants Morrisons has today begun discussions with staff and unions about a simpler management structure , which will result in the loss of 2,600 jobs.
The changes would modernise the way stores are managed with the aim of reducing in-store management tiers, simplifying responsibilities and improving customer service.
Some Morrisons stores currently have seven tiers between the shop floor and the store manager.
The company has already trialled the new management structures and fsya that it led to stronger performance.
Dalton Philips, Morrisons Chief Executive, said: “This is the right time to modernise the way our stores are managed. These changes will improve our focus on customers and lead to simpler, smarter ways of working.
“We know that moving to the new management structure will mean uncertainty for our colleagues and we will be supporting them through the process.”
Implementing the new store structure would bring together department managers and supervisor positions into a single and smaller tier of team managers. From this group Morrisons is proposing to promote 1,000 into new duty manager roles to strengthen the senior management team in each store.
Morrisons expects the proposed changes to the management structure will involve around 2,600 redundancies.
This year, 1,000 jobs will be created in Morrisons M local convenience stores and an additional 3,000 in new supermarkets. Morrisons will look to offer displaced colleagues the opportunity to work in these growing businesses.
Bradford-based supermarket chain Morrisons is to cut 2,600 jobs as a result of changes to its management structure.