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Morrisons will introduce its first multichannel services next month

Supermarket Morrisons will soon be offering multichannel sales. Instore kiosks offering Kiddicare nursery goods through ecommerce are due to go live in 28 stores by the end of October.

Ecommerce will arrive in Morrisons’ stores by the end of next month, the company said today.

The supermarket will become the last of the major grocery retailers to sell online when it launches Morrisons.com next year. But today it unveiled a multichannel initiative that will come to fruition earlier still, with internet kiosks selling goods from its nursery retailer subsidiary Kiddicare going live in 28 stores by the end of October.

Kiddicare, which Morrisons bought earlier this year, will form the foundation of the supermarket’s plans to sell non-food items online during 2012. Morrisons.com is also on track to launch grocery sales next year.

The update came as Morrisons unveiled a 7.4% rise in turnover to £8.7bn in the first half of its financial year, with like-for-like sales up by 2.2%. Pre-tax profits in the half-year to July 31 rose 9% to £449m.

Morrisons said it had a team at work evaluating approaches to online grocery sales. The team is currently based in New York to learn from the FreshDirect business that Morrisons also invested in earlier this year. It is headed by former Apple marketing executive Simon Thompson who is managing director for food at Morrisons.

In other highlights the company said it had reached record customer numbers at 11.5m shoppers a week despite a “tough economy”.

Chief executive Dalton Philips said: “In addition to growing sales and delivering good profit growth, we also made great strides in developing the business for the future.

“We have opened our first convenience store, invested further in our unique production capabilities, increased efficiency across the Group, gained valuable insights from our trial stores and taken our first steps towards becoming a multichannel retailer. I am confident we will make further good progress in the second half.”

3 comments on “Morrisons will introduce its first multichannel services next month

  1. Pingback: Retailers missing out on sales because they fall short on multichannel :: Internet Retailing Prepaid MVNO

  2. Pingback: Internet Retailing » Retailers missing out on sales because they fall short on multichannel

  3. Nigel Wilson, Experian said:

    This initiative from Morrisons demonstrates the growing value retailers are placing on multi-channel shopping. New click and collect schemes from the likes of Sainsbury’s and John Lewis have already shown the importance retailers are placing on taking a multi-channel approach to marketing. Research recently undertaken by Experian revealed that the trend of multi-channel shopping is growing amongst the public; our consumer classification tool Mosaic identified four distinct groups of consumers who were likely to take a multi-channel approach to shopping. This has some important implications for retailers and how they utilise multi-channel. They have to ensure that their messages are tailored to their audiences, that the in-store and online marketing experiences are aligned and finally that the location of their products and delivery options match the lifestyle needs of their target audience.

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