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Morrisons launches its online grocery service; deliveries go live in January

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Morrisons today launched its long-awaited online grocery website.

Customers can browse the site and book deliveries that deliveries from the site will begin across the Midlands on January 10, and by the beginning of 2015 the supermarket expects the service will cover half of the UK.

Morrisons promises that its online grocery service will “set new standards” for the delivery of fresh food in the UK. It has also previously said the service will be distinctively Morrisons, despite fulfilment through Ocado’s distribution systems and customer fulfilment centre.

It aims to differentiate itself through an emphasis on freshness and quality. Services will include a virtual butcher that enables customers to choose how thick their steak should be cut before orders are prepared by trained butchers in Morrisons’ manufacturing sites.

An expert review system is being introduced to give customers an assessment of the quality and seasonality of the produce being delivered through a rosette system, while and customers will be able to check freshness on the doorstep before accepting their goods.

Deliver is charged in a flat rate system with peak slots charged at £5, standard at £3 and off-peak at £1, while deliveries will be made in a one-hour time slot.

Simon Thompson, managing director for online food at Morrisons, said: “We have spent a lot of time with customers and that journey doesn’t stop here. We would love the customers to use the on-site feedback buttons to let us know how we can make our offer even better.”

Our view: Morrisons is late to launch its online grocery service – it is the last of the big four supermarkets to do so. The supermarket has admitted that it can no longer afford to hold back from multichannel selling. In November it unveiled falling sales which it put down to its “low exposure to the sector’s key growth areas of convenience and online.” It will be hoping its new service gains it traction in an already deeply competitive market.

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