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Morrisons brings grocery delivery service to Manchester

09 June 2014 - 09:24 by Mike Price

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Morrisons is playing catch-up in the e-commerce market at the moment and is only just getting its delivery service off the ground. That's in spite of the fact that rivals like Tesco and Sainsbury's have offered online shopping to customers for many years.

Earlier this year, it started rolling out a small scale trial of its own delivery service, which has clearly been a success because the company is actually introducing it to Manchester sooner than originally anticipated.

Morrisons chief exec, Dalton Philips, announced the arrival of the e-commerce platform this week, confirming that customers in Manchester could now place an order for groceries three months earlier than its original autumn launch.

Earlier this year, Morrisons revealed an aggressive new pricing strategy, cutting the cost of buying 1,200 products and investing £1 billion in taking on its competitors.

There have been rumours that the company is actually making quite a big sacrifice to achieve the edge in the battle for consumers' loyalty, with some sources stating that it will be shedding 2,000 employees in the next 12 months.

Interestingly, there still seems to be a bit of a shake-up occurring in the supermarket industry at the moment, with Morrisons reporting this week that its market share was down to 10.9 per cent, while even Tesco continued to struggle with its share dipping to 29 per cent.

Morrisons cannot afford to fail in its endeavour to convince customers to carry out safe shopping online with it, once the delivery service is available nationwide. And it is hoping that the Market Street-style offers which will be available through its e-commerce site, such as being able to choose the cut of meat you receive, will be enough to turn people away from better established rival platforms.