Morrisons will host monthly customer meetings in stores.

The supermarket chain is also inviting shoppers to join management meetings, as the new CEO puts customers at the heart of his transformation plan.

Rami Baitiéh, who was hired in November, believes that listening to customers and staff is the way forward for Morrisons, as reported by Retail Gazette.

He said that, since the pandemic, Morrisons 'has not been on peak form' and that its market share has slipped.

From now on, he said Morrisons won't hold major meetings without a customer panel to give insights on how it can improve.

The shoppers will be asked their thoughts on products, pricing and service, and will be able to ask management questions.

Mr Baitiéh also said that the thoughts of store managers would be given priority within the company.

Despite the reported fall in market share, Morrisons profits rose in the year to October 29, with annual like-for-like sales increasing by 1.8% to almost £14.9bn.

Fourth quarter sales, excluding fuel, were up by 3.3%, marking Morrisons' sixth consecutive quarter of like-for-like sales increases.