Morrisons puts switching feature at heart of online grocery launch

Morrisons will center around fresh food and customer support when it launches its online grocery service early next year in a bid to distinguish from rivals and persuade shoppers to interchange to its offering.


The supermarket chain has worked closely with its online partner, Ocado, at the service, including various features only available on Ocado’s own offering. This includes the power to import their shopping lists from the sites of Tesco, Asda, Waitrose, Sainsbury’s and Ocado itself.

“By enabling customers with one click to import their favourites we’ll be bringing switching to the web grocery store,” said CEO Dalton Philips, speaking at an event to launch the plans in London, consistent with Reuters.

Customers can also be given one-hour delivery slots and receive a text when the motive force is the way in which that incorporates their name. The web ordering system shall be available on PCs, in addition via a tablet and smartphone app.

Morrisons is creating a late entry into the web grocery market, among the sector’s fastest growing areas. This has dented its profit and market share, with like-for-like sales down 2.4 per cent within the three months to three November, the seventh straight quarter of declines.

The firm inked a tackle Ocado in May, investing £216m in a 25-year agreement. It plans to launch the service in Warwickshire and West Yorkshire in January 2014, before rolling it out to London and South Yorkshire by the summer and bringing it to the North West by the tip of next year, in which time it’ll be available to 50 per cent of UK households.

Morrisons is hoping to lure customers with a focal point on fresh food, which usually generates more cash than other groceries. The supermarket is employing a team to evaluate products and provides them a celebrity rating and offering detailed product information, giving customers more choice in, as an example, selecting the kind and thickness of cut when ordering meat.

The supermarket can be including packaging so that they can help prevent damage to delicate items corresponding to bananas and the possibility for purchasers to evaluate the traditional of goods on delivery and receive money-off vouchers in the event that they aren’t as much as scratch.

Retail analysts IGD said that despite Morrison’s late entry into the net grocery market, that’s “optimistic” concerning the service’s potential.

“Morrisons has developed a proposition that reflects its key strengths. The retailer has also considered learn how to encourage switching – giving shoppers the likelihood to import their favourites from other stores simply and painlessly – removing a key barrier. This may be important in a market during which habits for lots of are engrained and will accelerate progression of the retailer’s multichannel strategy.”