Morrison's e-commerce launch to push quality of fresh food

Morrison's is reportedly set to push its fresh food offering as a point of difference from the other big four supermarkets when it finally unveils its e-commerce model later this week.

Morrison's: Christmas 2013 TV campaign
Morrison's: Christmas 2013 TV campaign

The retailer is the last of the Big Four supermarkets – Tesco, Asda, Sainsbury’s and Morrison's – to launch an e-commerce operation. Its delivery service will be realised through a £216m tie-up with Ocado.

The model is expected to be unveiled to investors this week at a salmon-packing factory in Stratford, East London.

The new online service will be hung on Morrison’s brand strategy of offering quality fresh food, according to a report in the Daily Telegraph, and is expected to trump rivals by offering customers more options for food, such as the size and cut of a slice of beef.

Morrison’s first confirmed plans to launch an online service two weeks ago when it unveiled its new ad campaign with the tagline, "Go on, it’s Christmas".

The supermarket is hoping to reverse its decline in sales, revealing on the same day that like-for-like third quarter sales had fallen 2.4% year on year.

From January, Morrison’s is set to pilot its service in Warwickshire, before expanding to Yorkshire and covering half of the UK, including London, by the end of 2014. 

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