Competitor Monitoring: Morrisons Cellar To Open In November

October 8, 2012
Profitero
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Profitero

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

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