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. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More