The biggest challenge we face is that there has been a fundamental change in how consumers view discounters.“They are no longer going to them out of necessity. The perception has changed and there is a new price norm.“We have identified over that we can take out of our business now and that billion pounds is going to be invested back into our proposition to get those lower prices for our customers.“He said Morrisons would invest in increased efficiency, lower prices, more targeted promotions and a Morrisons loyalty card.Morrisons warned profits next year would be less than half the level of last year.The supermarket chain suffered a drop in value due to property and IT costs and a disappointing performance from their baby products business Kiddicare, who will be sold off.But they increased the dividend to shareholders by 10 per cent but said dividends would increase more slowly in coming years as they adapted to the new retail world.Professor Leigh Sparks, from the Institute of Retail Studies at Stirling University, said: „Morrisons have lost their way while the discount retailers have done really well.“The consumer is the one who could win. There has been a squeeze in the market and Morrisons are desperately trying to reposition themselves.

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