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Competitor Monitoring: Morrisons To Develop eCommerce Website

January 14, 2013
Written By

In operation since December, the new design agency will create the user interface for the eCommerce site. IT services and business consultancy firm Capgemini is understood to be the company creating the back-end for the platform, according to media reports.

UK supermarket Morrisons has set up M Digital, an in-house digital agency, to develop an online shopping website.

Last year, Morrisons announced that it would move away from its plans for new supermarket store space to concentrate on the launch of its online shopping service and roll-out of c-stores.

Morrisons opened its first eCommerce store, Morrisons Cellar, which is dedicated to wine, last November. 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.”

This latest development follows the supermarket’s main rivals investing heavily in eCommerce in recent years. Going online also provides supermarket chains with 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.

© 2013 Profitero

Morrisons To Focus On C-Stores And Online

Morrisons Cellar To Open In November

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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