Trolley dash: Morrisons launch online shopping delivery to Manchester early as price war wages on

Supermarket chain Morrisons are taking their price war online by bringing home delivery to Manchester three months earlier than planned.

The grocer, who slashed prices and laid down a £1billion gauntlet to rivals last month, was due to roll out their online delivery programme to the city in the autumn – but instead launched earlier this week.

The move means that the nation’s fourth largest supermarket can now reach 807,000 homes in the Greater Manchester area.

Dalton Philips, Chief Executive of Morrisons, speaking at the announcement said:  “Today, Morrisons becomes a truly multi-channel business with an online offer that will lead the market in freshness, value and service, powered by best-in-class technology.

“It will be the closest thing on the internet to being in a store and selecting food yourself.”

The final of the big four supermarkets to offer online shopping, Morrisons’ launch coincides with the announcement that chairman Sir Ian Gibson is set to step down in 2015 amid rumours that 2,000 jobs are set to be axed.

After cutting 17% worth of prices on 1,200 items, the move to the internet is a further challenge to market leaders Tesco, who reported a 6% fall in profits yesterday.

Both businesses saw their market share fall to 29% for Tesco and 10.9% for Morrisons from 30.5% and 11.6% respectively.

The Bradford-based retailer has placed on emphasis on the ‘Market Street’ in marketing and advertising – bringing the traditional high street butchers and bakers to the local supermarket.

And Mr Philips comments have suggested that this is set to be carried over to the point-and-click service.

Morrisons expects to be covering fifty per cent of the country by the beginning of 2015.

Image via bilbobagweed, with thanks

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