Morrisons… have they got what it takes to convert shoppers online?
With Morrisons ready to launch online in January, they could have the potential to share steal from other online retailers. Morrisons are putting a huge emphasis on freshness; which as we discussed in our previous blog, is what shoppers want! Currently only around 1/3rd of shoppers are shopping online for groceries… but this emphasis on freshness could be what converts more shoppers on to the web.
In order to satisfy shopper’s need for freshness, Morrisons plan to have experts rate fresh products on a scale of 1-5 each day, this should build trust between the shopper and retailer. Not only are Morrisons providing shoppers with experts’ reviews, but they are also allowing shoppers to check the products are to their expected standards when they arrive at their doorstop. This will encourage shoppers to be more comfortable with buying online knowing they will receive the same items they would have chosen themselves.
Online is worth billions! And Morrisons currently don’t have a share. This launch and focus on freshness could push them ahead if they deliver the freshness message right.