Morrisons in no hurry to move into online sales
Supermarket Morrisons will not be moving into online sales in the ‘short term’ as “grocery online retail has not yet been proven as a profitable model,” marketing director Michael Bates told conference delegates at a brand summit in London this week, Marketing Week reports:
He had told delegates how the supermarket managed to steal market share from Tesco and Asda and save the brand from freefall after its 2006 Safeway takeover pitched the brand into new parts of the UK who viewed it as “a byword for pies”.
He added the supermarket was planning a new advertising campaign featuring celebrity gardener Diarmuid Gavin later this year to support expansion of its nationwide “Let’s Grow” initiative which works with schools to teach pupils about growing fruit and veg.
However, despite the success of the rebrand and advertising campaigns featuring celebrities such as Denise Van Outen and Richard Hammond, Bates says the supermarket wants to increase its engagement with offline customers and store staff before it expanded into online retailing.
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