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Yorkshire customers get early access to Morrisons online delivery service

10 February 2014 - 10:12 by Mike Price

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Consumers with an internet connection in Yorkshire can now order their groceries from Morissons online after the supermarket chain made its gradually expanding e-commerce platform available in the region earlier this week, according to the Guardian.

After starting with a much smaller trial, Morrisons has now marked its most significant online expansion yet and claims it is capable of delivering to about 20 per cent of homes in the UK as a result.

The real test of its emerging delivery infrastructure will come in the middle of 2014 when a London launch is planned, but until then it will be cutting its teeth in the north of England and finally putting pressure on rivals, many of which have been offering safe shopping online to customers for over a decade.

Spokespeople for Morrisons were quick to alert the media to the success of the initial trial, with customers in the area surrounding its Warwickshire distribution centre benefitting from home deliveries thanks to its partnership with Ocado.

About a third of people who regularly shop in-store with Morrisons have also been wooed by its rivals into shopping online for some of their groceries, which is clearly resulting in curtailed revenues for the company. As such it is hoping that its growing delivery service will secure their loyalty both in-store and on the web.

Various interesting features, such as being able to determine which cuts are preferable at an online butchery, will be emerging to make Morrisons e-commerce outlet stand out from the crowd. Customers even have the option to return products at the point of delivery if they are not satisfied with the quality, which will be a welcome feature for anyone who has been burned in the past.