The retailer – which will also undercut rivals by offering delivery slots for as little as £1 – is playing catch-up as it will be the last of the major supermarkets to embrace online shopping when the service launches in the new year.
Speaking at an event to launch the plans in London, chief executive Dalton Philips said: “We are late, but we’re not too late. The challenge we have set ourselves is to create something that’s genuinely different and that’s worth the wait. By enabling customers with one click to import their favourites we’ll be bringing switching to the online food market.”
The budget off-peak slots cost a third of rival online stores, with the cheapest at Tesco and Asda £3 and £2.99 at Sainsbury’s.
But Philips is confident that the website’s focus on fresh food, a money-back guarantee for produce online customers reject and texts to say the driver is on his way are different enough to lure millions of shoppers away from rivals.
While Morrisons estimates the service will be rolled out to a potential one million households a month next year, only 50% of the country will be able to order online by the end of 2014.
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