Supermarket Morrisons new website has been criticised as ‘underwhelming’ with a number of flaws despite being years in the planning.
Morrisons new grocery ordering service was launched on January 10 in a £216 million partnership with food delivery firm Ocado.
But, following a test of the sites usability, Econsultancy said: ‘Morrisons’ first foray into ecommerce is extremely underwhelming. It has had years to plan and design this website so really should have emerged with something that sets high standards for custome experience and usability.’
The report said: ‘Instead it has gone live with an average site that suffers from a number of obvious [user experience] flaws.’
The site, Morrisons.com, has poor, limited product descriptions which are difficult to read, it is not mobile-optimised and the minimum order value of £40 is ‘steep’, Econsultancy said.
Morrisons began researching the market after the arrival of its current chief executive Dalton Philips in 2010. He acquired online childrenswear retailer Kiddicare.com in February 2011 and bought a share of New York grocery delivery firm Fresh Direct the following month.
However, the report said none of the expertise or the years of market analysis and research seemed to be evident in the new site with some pages ‘more like cluttered versions of Ocado’s’.
Econsultancy said Morrisons had impressed it with the wine e-store which opened last year. The new site would have benefited from drawing on the expertise of managers at its successful Kiddicare brand.
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