Strategic Innovation Management at Morrisons Supermarket Chain

This report provides an analysis of innovation management within the context of Morrisons, a UK-based supermarket chain. It explores the future of the supermarket industry, focusing on technological advancements like e-commerce, digital in-store experiences, social e-commerce, and supply chain technology. The report identifies Morrison's innovation requirements for 2022 and beyond, including the integration of artificial intelligence, ethical eating practices, enhanced food service at retail, improved shopper engagement strategies, sustainability initiatives, and optimized retail operations. Furthermore, it discusses building future innovation capabilities for the organization, emphasizing the importance of investing in robotics systems, drones, and data analysis for predicting consumer tastes and staying ahead of food trends. The report highlights the need for Morrisons to adapt to changing consumer behaviors and technological advancements to maintain a competitive edge in the evolving grocery retail landscape. This document is available on Desklib, a platform offering AI-based study tools and resources for students.

Managing Innovation
in Business

Table of Contents
Executive summary .........................................................................................................................3
INTRODUCTION ..........................................................................................................................3
The Future of the supermarket Industry 2022 and Beyond with the context of Morrisons. ...4
The Organisations Innovation Requirements 2022 and Beyond. ( In the context of
Morrisons)...................................................................................................................................5
Building the Future Innovation Capabilities for the Organisation ( In the context of
Morrisons)...................................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

Executive summary
Innovation in the business is the regular required process which needs to be updated
constantly to offer something new to the shoppers and to satisfy the needs of the customer.
Innovation in the business develops the new opportunities for the employees to generate success
and to make them stand in the competition. This report is being made in the context of Morrisons
which a UK based supermarket chain. It make the deep analysation on the future of the industries
in terms of the technology and the advancement and how an organisation can make development
in the business in order to make themselves updated with the current innovation in the market.
INTRODUCTION
Innovation in the business is defined as the ability of the organisation to identify new
ideas and transform them into creating new products and the services that provides advantages to
the customer. The implementation of the innovation is whole process hat needs skilful, consistent
and the commitment towards the innovation and its use. The development in the innovation is
the implementation of the creative ideas and technology that makes improvement in the goods
and services that helps in making production process more effective and efficient. Innovation
management in the organisation is the whole procedure of managing innovation as it started
from the first stage that is ideation and ends to the final stage that is successful implementation.
It comprises the related decisions, activities and the needed practices of devising innovation
strategy. The management if innovation is very important for the business as turning the creative
and innovative ideas into the action with proper implementation is very much needed. This
report is being made in the context of Morrisons , which is UK based supermarket chain that
sells grocery products to the public. It headquarter is based in Bradford, UK(Attaran, M. and
Gunasekaran, A., 2019) . The aim of this report is to highlight innovation process in the
organisation and hoe to develop innovation road map. This report will cover innovation effects in
the future industries and beyond industries with that it provides the Morrison's innovation
requirements in the year 2022 and after that and at last in consist creating the future innovation
capabilities of the organisation.

TASK
The Future of the supermarket Industry 2022 and Beyond with the context of Morrisons.
Technological advances are very mush needed in the changing and reshaping world.
There has been been major changes in the retail super market sector. Technological innovations
in the online and the in-store with the constant change in the consumer expectations and
changing the way food retail operates (Bellucci, M., Bini, L. and Giunta, F., 2020) . The major
changes in the 2022 in terms of the innovation are increasing online shopping in the food and
grocery industry that makes the radical change. There has been imperative changes in the new
technology towards the retail and grocery sectors and these sectors are regularly working top
meet those expectations in every possible area of the business. The top trends that changes in the
industry in 2022 and beyond are discussed below:
 Tech transforming e-commerce - E-commerce has proven the most changing force in
the grocery retail which have the huge market share. In the recent research it is analysed
that there are leading online grocery markets that are expected to generate combined
sales almost $200 billion and with the annual growth rate of 20% by 2023. There has
been growth anticipation online growth opportunities across UK markets (Berman, S.
and Dalzell-Payne, P., 2018) . With the increment on the market share and the
advancement in the technology , it provides important growth opportunity in the retail
and manufacturing sector which provides ease and the convenience in combining online
of offline platforms to meet the range of shoppers needs.
 Physical store go digital- There has been a major changes in the technological
advancement that changes the way of people shop from the grocery in-store. With the
upcoming years the expectations has been raising towards the physical stores that offer
more digital experiences and with the consumer facing technology employed that makes
easy way for the consumer to find, research and buy products (Ch’ng, P.C., Cheah, J.
and Amran, A., 2021) . There has been many important weapons to go digital in the
physical stores that is shopping cart mounted devices or the smart phones apps which
make purchase easy for the shoppers.
 The rise of social e-commerce- The evolution in the e-commerce generates new ways
of shopping. By the social e-commerce it is being easy way for the retailers and the
suppliers in delivering targeted marketing with that it provides new ways to make online

shopping more social, convenient and instantaneous. Retailers are thinking continuously
about the ways that make every moment stoppable for the customers(Fernando, Y.,
Jabbour, C.J.C. and Wah, W.X., 2019). In the new innovation techniques there is no
need to visit a retail online store as with the picture and the videos customer will be able
to add products in the virtual shopping cart.
 Supply chain tech – The development in the innovation will place traditional supply
chain under pressure. As most of the things are coming in form of internet of things with
the technology. There has been major demands to cut the food waste that mean that the
supermarket have to improve efficiency in the stock delivery. With the development that
makes reductions in the supermarket floor spacing and the storage requirements. And
with these development provides the way for the growth of the new retail model.
 Traceability and data- The data helps in the transforming consumer expectations with
the stores in into the reality. In 2022 there has been analyse that number of retailers
adopt a block chain technology to give consumer the access to detailed information on
the basis of food products through the QR codes. Ans this technological innovation will
continue beyond.
In the context of Morrisons , they are providing the many technological advancement in the
organisation in terms of customers and employees which helps in making work easy. The
products of the Morrisons are available on the online as well as offline stores With the QR
scanning facilities.
The Organisations Innovation Requirements 2022 and Beyond. ( In the context of
Morrisons).
With the fast changing world in terms of innovation and the technology there is a need of
innovation in the food and retail industry because these food and retail industry has not much
grown. In the 2022 there is need to focus in the supermarkets in terms of broad innovation areas.
So the changes that need to expect more in the coming year in the Morrisons company are given
below:
 Artificial intelligence- Morrison is the data driven industry that needs to grow in every
possible day. But with the complex data set there is a problem in the execution of
strategies, a prime key of the success in the industry is ability to unify data sources and
the application of AI to make effective decisions.

 Ethical eating- There has been a concept of right eating the UK. Whether its a plant
based products or the conventional proteins made by humans , a regular change in
shopper behaviour is general (Galdino, E. and Vilha, A.M., 2019). There is a need in the
Morrisons to appeal the customers in the new authentic ways that brings transparency
and generates shoppers trust.
 Food service at retail- With the increasing restaurants in the competition there has been
innovation by the grocers. In the context of Morrisons the quality and the affordability is
their strengths (Hooper, A. and Holtbrügge, D., 2020) . The biggest opportunity for the
company is to effectively integrate prepared food on the e-commerce platforms to
enhance sales with customers who are already engaged digitally.
 Shoppers engagement- Targeting customers is not a easy tasks because of data
abundance and its also becoming increasingly challenging with the evaluation in the
privacy regulations. Data privacy matters to the consumers and in the context of
Morrisons they need to protect the data of the shoppers in order to generate trust of the
shoppers.
 Sustainability- The key focus of the organisations are the maintenance of the
sustainability which is stronger and more expansive (Howell, R., van Beers, C. and
Doorn, N., 2018). Morrisons has to adopt more sustainable product in the company in
the 2022 and deepen the commitments towards the operations to work through the lens of
sustainability.
 Retail operations- In the 2022 , shoppers are more affected by the retail labour shortage.
In the recent study it is analyse that there has been more shoppers and less staff to attend
them in the stores. And during the pandemic it rises more. In the context of Morrisons, to
generate more shoppers there is a need to employ more staff in the organisation.
Store experience- In the current scenario, grocers have deployed a variety of innovative features
and the attractions to enhance the store experience of the customers. In the context of the
Morrisons it is been analyse that they should provide co-located stores fro the convenience of the
customers , more theatre with the live shows , increase the multimedia experiences and
reinventing store space for the food services.

Building the Future Innovation Capabilities for the Organisation ( In the context of
Morrisons)
Innovation in the grocery retailing is everywhere and advancing rapidly , the company
that is Morrisons is on innovative journey, all the types supermarkets and the retailers are
making their organisation updated inn therms of new innovation with the advance technology .
There has been major changes in the consumer behaviour, products preference and the
innovation technology which are impacting sales majorly (Moellers, T., Visini, C. and
Haldimann, M., 2020) . Morrisons is the establish grocery super market which is dissecting every
touchpoint on the customer path to purchase and looking for pain points which they can solve. In
the context of Morrisons , they need to achieve several techniques and innovative products in
their company which provides services faster and also make contribution in terms of making
company's operations easier. Some of the technological changes are given below:
 Spending on the Robotics systems and drones- Drones have entered into the retailers
supply chain. By looking at the new uses in the future as it builds out better drone
infrastructure. Grocery are particularly on of the uses which needs the drone
infrastructure in the supermarkets as it is the clear path of profitability. With the help of
the Robotics systems and the drone infrastructure will witness the success of click-and-
collect services that is quickly become common are now being refined. It is proven that
shoppers are happy with the services that make them avoid setting foot in the
supermarket store and doesn't provide much about the grocery retailers and helps to
achieve advantage by enhancing the store experience (Nielsen, C., 2018) . In the current
scenario where every thing is digital and with the concept of store experience such as
interaction with the smartphone screen are proven to be very much helpful for the
Morrisons.
 Data analysis and prediction- Technology solutions are changes by the data and it is
increasingly important for the food retailers to use it effectively to maintain their position
in the forefront. One of the key aspects of developing this trends is that it provides helps
to retailers by let them know what customer wants and helping them to shop better.
Morrisons should use the food science and artificial intelligence in order to predict
consumer taste and the current food trends that helps supermarkets to stay ahead , with
the helps of personalised recommendations and the helps in generating real-time shoppers

experience (Schneider, S., Leyer, M. and Tate, M., 2020). They should implement food
analyses software which is offered by many UK based food retail companies. This
technology innovation will take food retail sector to the another level as it delivers food
safety tools which makes effective food supply chain.
 Innovation in multi-channel disruption- In order to help and make improvement in the
customer engagement many supermarkets have raise their stake in the multi channel
disruption methods. In the context of Morrisons, they have to supply their products
through multi channel disruption methods which helps in the gaining traction with the
customers for their convenience and helps in maintaining waste free nature.
 Smart shelves in the supermarket stores- In the innovative world there is need to
provide and present goods and services in the in a form that is attractive to the shoppers
as well as provide product related information. In the context of Morrisons , they should
implement smart shelves in their stores that displays the information of the product with
that there is less chances of frauds and theft with it. Smart shelves are becoming popular
in the current technological advancement which is providing effective results to the
supermarkets and the organisation.
 Digital price tags- It is define as the tag that is developed for the retailers and shows
product price in shelves. Product price is automatically updated in the digital price tags
from the central control server of the organisation. In the context of Morrisons, they
should implement digital price tags in the organisation as they inform the customer about
the current updated value of the product and also plays a key role in promotion. It
provides help I to the company in multiple ways at it generates accurate pricing across
channels, create shelf edge influence, makes increment in the company's onmi-channel in
the future retail as it displays the supply information and enables simple ordering
through QR codes, display products reviews, display stock levels , helps in making quick
paybacks and its not expansive in implementation.
 3D printing service- The retail supermarkets in the business are selling consumer
goods , it offers shoppers to make purchase from the different merchants. The industry
have many benefits of 3D printing and possible there are more to it. In the context of
Morrisons they should implement more and more 3D printers in order to build new
structure , makes organisation more customize, helps in providing speed in the production

process, makes supply chain more effective and cut the inventory waste and provides
growth to the business.
 Scent machine- It refers to the scent diffusers which uses in the organisation it helps in
making enhancement in the smell of the room without an open flame. In the context of
Morrisons , they should implement more scent machine in the organisation in order to
provide the happy and healthy surrounding in the company premises. The scent machine
covers the more area which dispersed scent through out the space, it provides he safe
environment by that oil are dispersed in the microscopic elements and greatly reduces the
risk of negative allergic reactions and provides convenience as these scenting methods
are labour intensive.
 Ceiling projection- It is defined as the image projector in an device that displays an
image and patterns onto the surface through the projection screens. In the context of
Morrisons, there is much effective measures that helps supermarkets to enhance their
selling service as it provides the company's information on the larger sizes , best suitable
alternatives for large screen television, having very low cost and easy to install. This
technological innovation helps in making company presentable and makes good impact
on the shoppers as they feel comfortable.
CONCLUSION
From the above report it is concluded that innovation in the business in very much
important for achieving constant success and to stand in the competition. Business innovation is
describes as the new processes services and the products to implement positive changes in the
business. This includes the improvement in the existing methods and the practices or starting
from the basics. Innovation is essential for the companies to face the challenges of changing
trading dynamics. This report evaluates the future of the industries in terms of innovative
technology which includes several factors in it that are Tech transforming e-commerce, Physical
store go digital, the rise of social e-commerce , Supply chain tech and Traceability and data. This
also includes the innovation requirements of the organisation in terms of the Morrisons company
in 2022 and beyond that it includes different points in it such as Artificial intelligence, Ethical

eating, Food service at retail, Shoppers engagement,Sustainability and Retail operations. At the
last this report consist the creation of the future innovation capabilities of the organisation that
helps company to be digitally advanced and remains updated in terms of technological
advancement, with the help of regular innovation in the company. To make the company more
accessible to the shoppers they have to adopt various methods and innovative technology such as
Spending on the Robotics systems and drones, Data analysis and prediction, Innovation in multi-
channel disruption, Digital price tags, 3D printing service, Scent machine and Ceiling projection.
This report involves the complete innovative current techniques that helps organisation to stand
in the competition. Innovation makes Morrisons more updated in the supermarket field and
allows efficient working.

REFERENCES
Books and Journals
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Moellers, T., Visini, C. and Haldimann, M., 2020. Complementing open innovation in multi‐
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Nielsen, C., 2018. From innovation performance to business performance: Conceptualising a
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Schneider, S., Leyer, M. and Tate, M., 2020. The transformational impact of blockchain
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