Morrisons has finally launched its online grocery store as the service goes live. Orders are now taken for delivery across the Midlands with first deliveries to start on 10th January.
Morrisons is the last of the 'big four' supermarkets to offer online grocery shopping, however the Bradford-based retailer doesn't kickstart the service UK-wide but in Warwickshire, Derbyshire, Nottinghamshire, Leicestershire, Staffordshire and the West Midlands. The aim is to cover half of the UK by 2015. There will be three levels of delivery charges; £1, £3 and £5.
The launch also stirred up the controversy involving Morrisons’ multi-million pound partnership with Ocado, an online grocery specialist which currently delivers Waitrose food. It announced its 25 year deal earlier this year and Ocado will provide IT and logistical systems in aid of Morrisons’ deliveries during this lengthy contract period.
Will the pies still be hot?
According to the Yorkshire Post, shoppers will also be able to use services provided by mySupermarket.com to download their favourites list from Tesco, Sainsbury and ASDA. The store also promises initiative including "one-hour delivery slots, texts to say the name and licence plate of the driver and the promise of low substitutions as goods will be sourced from depots rather than the closest store."
Experience the 'Virtual Butcher'
Executive of Morrison Dalton Phillips said: "This fresh food offer will be the closest thing on the internet to being in a store and selecting food yourself. Customers do have concerns about buying fresh food online and today we believe we've come up with the answer." He also underlines that shoppers will be allowed to hand back food on the doorstep if they disagree with the quality. There will also be quality ratings on fresh produce and option for shoppers to choose the thickness of cut on steaks via the ‘virtual butcher’.
