Less than 1 per cent of Morrisons shoppers which were eligible to take up the new online ordering survey have done so, according to research.
Tamworth-based SBXL said the survey of existing shoppers in the area around the new online distribution centre in Warwickshare was part of a wider study of 3,000 shoppers.
SBXL's monthly Continuous Shopper Insights research indicated that 26 per dent of Morrisons shoppers said they would shop online for food over the next year, rising to 30 per cent in a smaller survey carried out in January.
Morrisons launched its online service in partnership with Ocado on January 10. The survey suggests that either the marketing message of the new launch has not yet hit home or that Morrisons shoppers are prefering to stick to their current grocery delivery supplier.
But it has also been interpreted by others that Morrisons shoppers are less likely to switch to online than customers at other retailers. According to the research, 45 per cent of shoppers in the South said they planned to shop online in the next year but only 22 per cent of Morrisons shoppers in the area said the same thing.
Serena Tippler, insight manager at SBXL, said all supermarkets needed to work harder to get people to switch to online - but it highlighted Morrisons in particular.
But Morrisons told the Yorkshire Post the research was 'very inconsistent' with the performance it had seen at the business and even suggested it was 'mischief making' because SBXL says on its website that it works for Asda and Tesco.
In a separate report, Ocado boss Tim Steiner insisted that 'the early indications have been very positive'.
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