Supermarket chain Morrisons has announced that it will begin delivering food ordered online tomorrow, as it revealed “disappointing” sales over the festive period.
“In a very tough market our sales performance over Christmas was disappointing,” said Dalton Philips, Morrisons CEO in a trading update today.
“However, we are firmly focused on driving our core business and accelerating our penetration of the fast-growing channels. Our convenience business is building towards an operation of scale and the first food deliveries of Morrisons.com will be made tomorrow, reaching half of UK households by the end of the year.”
While the supermarket is launching its online groceries offering to schedule, it is late to the game compared with its rivals, such as Sainsbury’s and Tesco. Sainsbury’s yesterday reported its highest ever online groceries sales in a day - of over £5 million - just before Christmas.
In the six weeks to 5 January 2014, Morrisons said that its total sales had fallen by 1.9 percent.
“The difficult market conditions were intensified for Morrisons by the accelerating importance of the online and convenience channels, where MOrrisons is currently under-represented,” the company said in its update.
Morrisons has previously acknowledged the negative impact that has been caused by a lack of an online presence. It will be delivering groceries with the support of online supermarket Ocado.