A mobile first attitude was taken to respond to the huge increase in the number of users accessing Morrisons on their mobile devices and to ensure that all scaleable content was suitable and relevant for all customers.
26 email templates were distilled into a much more manageable selection of 6. These were used as a basis for the whole eCRM programme, ranging from weekly trading emails and service messages to editorial communications and loyalty scheme updates.
The design process was streamlined with a Photoshop template. This included smart objects that only required the design team to create a series of assets. These automatically populated mobile and desktop layouts for the approval process.