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Supermarkets: Morrisons online sales expand into Yorkshire
[February 04, 2014]

Supermarkets: Morrisons online sales expand into Yorkshire

(Guardian (UK) Via Acquire Media NewsEdge) Morrisons launched its home delivery service in Yorkshire yesterday in the latest phase of its attempt to grab a share of the fast-growing online grocery market.

The expansion will enable the supermarket chain to reach a fifth of British households, a big step towards its aim of being able to deliver to half of Britain's households by the end of this year. It is set to launch in London in the summer.

Morrisons only began selling groceries online in early January, putting it years behind rivals such as Tesco, Sainsbury's and Asda. Bosses said deliveries in its launch area, close to its main warehouse in Dordon, Warwickshire, had exceeded expectations.

Morrisons is trying to win over the 30% of its shoppers who do online grocery shopping with rivals. Its website includes a virtual butcher which allows customers to choose the cut of their steak and a grading system for fresh food. Shoppers can hand back food they don't think is good enough when it is delivered. Sarah Butler (c) 2014 Guardian Newspapers Limited.

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