Despite research to the contrary, Morrisons has claimed its new home delivery service has been successful so far.
The Bradford-based retailer launched its online service to the Midlands in January and, more recently, Yorkshire.
However, according to the Yorkshire Post, a study from Shopping Behaviour Xplained Ltd – a Tamworth-based shopping behaviour analyst – claims shoppers in the Midlands have given a lukewarm reaction. This is based on its monthly cross-section of 3,000 customers.
Insight manager Serena Tippler said all major supermarkets – but especially Morrisons – must work harder to try to get the public to change their habits and do more grocery shopping online.
Morrisons has refuted the claims, saying the report was very inconsistent with what it was experiencing.
“Customers are loving our service and we can only assume that this is mischief-making from a company that, on its website, says it works for Asda and Tesco.”
Morrisons was the last of the four main supermarkets to make a foray into the world of online grocery deliveries. It hopes to be able to serve half of the country by 2015.