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Competitor Monitoring: Morrisons Cellar To Open In November

October 8, 2012
Written By

Supermarket chain Morrisons opens its first eCommerce store, The Morrisons Cellar, in November.

The new Morrisons Cellar wine site will be integrated into a full eCommerce site for the supermarket at a later date. Staff at the group’s Bradford headquarters began using the website to trial sections such as “A-Z of wine” in the autumn.

Alison Lancaster, chief marketing officer of Kiddicare and marketing director of online for non-food at Morrisons, told Marketing magazine. “One of the main reasons for doing this was to test and learn how we could start to work together and work out how to roll out new categories at rapid pace,” she said. Speaking at the Internet Retailing Conference this week, Lancaster said, “A lot of people rushed in headlong thinking ‘we’ve got to get into dot com’, and they rushed without really thinking about what the vision was for the future.”

The move follows the supermarket’s main rivals investing heavily in eCommerce in recent years. Supermarkets going online also provides the ability to carry out competitor price monitoring on products, and use such price intelligence to grow sales and profit margins in both the online space and in physical stores. (10 Oct)

© 2012 Profitero

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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