Lukewarm response to Morrisons Midlands online service
Morrisons may have made a mistake in starting its online shopping operation in the Midlands, according to a retail research firm.
SBXL, which has offices in Lichfield, surveys 1,000 shoppers a month in its Continuous Shopper Insight programme. It says shoppers in the region are less likely to shop online.
The supermarket started its online shopping service last month for customers across the Midlands with the aim of rolling it out to other areas of the country.
Last month's survey also found Morrisons shoppers are less likely to shop online than customers of any other supermarket.
Only a fifth of Morrisons customers said they would consider taking advantage of the store's online service, compared to around 40 per cent of shoppers at Asda and Tesco.
