Morrisons taps Quidco's database of 4m shoppers for online delivery push

To boost its new online delivery service, Morrisons has launched an affiliate campaign with Quidco – offering members of the voucher site between £5 and £10 cashback.

Quidco has four million members, and the partnership has enabled Morrisons to pinpoint shoppers based on the demographic, behavioural and transactional data Quidco holds to target online grocery shoppers that haven’t shopped with the supermarket before.

Morrisons’ digital marketing director, Amanda Metcalfe, said it “wants as many customers as possible to give [the online delivery service] a try.”

“Working with Quidco enables us to reach a vast quantity of highly engaged customers and reward them for shopping with us in the knowledge that once they've experienced our fantastic service they will keep coming back,” she said.

The online grocerysector is currently worth £7.7bn and is forecast to be worth £16.9bn by 2019, according to IGD.

The industry body has also suggested that discount retailers and online shopping will overtake the ‘Big Four’ supermarkets – of which Morrisons is one – by April 2019.

“The market is getting more and more competitive and supermarkets need to utilise marketing channels that help them target prospects that are likely to shop with them,” said Andreas Andreou, commercial director at Quidco.

Earlier this month, Mike Hoban was named brand and communications director for the retailer as it continues to struggle against the rise of discount stores such as Aldi and Lidl.

Morrisons posted a pre-tax loss of £176m for the year to 2 February 2014 and posted a 2.8 per cent fall in like-for-like sales over the last 12 months.

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