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Morrisons to expand online offer in wake of miserable Christmas

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By John Glenday, Reporter

January 8, 2013 | 1 min read

Supermarket chain Morrisons is mounting a big digital push, including offering food for sale online for the first time, in the wake of disappointing store sales over the Christmas period.

The chain notched up a like-for-like decline in sales of 2.5% in the six weeks to 30 December, the worst performance of any leading supermarket over the period, prompting it to jealously eye the 17.8% sales growth notched up by the online sector in December.

Morrisons chief executive Dalton Philips has recently signed up TV personalities Ant & Dec to front a new campaign for the group but remains sceptical about the profitability of online sales.

More details of the online food business will be divulged in March with an expectation that a trial will be launched in London in the first instance before deciding whether to go nationwide.

Philips said: “The most important thing is that you have a strategy and a plan that gets you to where you want to go. We have to become a more modern retailer."

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