MORRISONS Redditch has extended its store opening hours, to meet demand from local shoppers.

The store claims shopping during traditional hours is a thing of the past, with new research finding one in five now regularly shop outside of ‘normal’ week day hours.

It says that nearly 20 per cent of shoppers now usually visit a store between 6am to 9am in the morning or after 8pmand half of early morning and late evening shoppers prefer these quieter times.

Store general manager Steve Murphy said: “Modern family life, more flexible working hours and busy schedules mean customers want us to be open for longer.

"The extension of our opening hours is one of many changes we are making – to make shopping trips easier at our stores.”

The store will now be open 6am to 10pm.

The activity forms part of a UK-wide investment programme to make shopping trips easier for customers.

Additional improvements include the removal of trolley locks, the redesign of stores and the refurbishment of store cafes.