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Morrisons unveils mobile strategy with m-web and iOS app offerings

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Morrisons has joined a rapidly lengthening list of retailers getting their mobile strategy together just in time for Christmas (the emphasis being on the ‘just’) with the roll out of an m-web site and an iPhone app for grocery shopping – although neither are transactional.

The retail enters the mobile grocery fray behind M&S, Waitrose, Tesco and Sainsbury’s, but its offering does arrive in the same week as Kiddicare, JD Sports and Homebase, as well as a raft of revamped apps and m-sites with eBay and Halfords v2.0 offerings leading the pack. Asda now remains the only major UK supermarket without a mobile offering.

The news comes as research shows that between 10 and 20% of UK shoppers will be buying at least some of their Yuletide fayre – and their gifts – using mobile. Tesco predicts 10%, Halfords 13% and Tamar 19%.

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