Morrisons ‘missing out on £314m digital sales’

Morrisons missed out on £314m in potential sales between 2007 and 2010 because it had not developed a multichannel platform, according to a new study.

Bradford-based Morrisons, which aims to launch its non-food website in 2012 and food website shortly after, said it will only launch an internet operation when it will be profitable, unlike many rivals. A Morrisons spokesman said: “We’ll go online when we create a service that delights our customers and can sustain the business.”

The report by digital agency Head London in partnership with Oxford Economic said that Dixons, Phones4u, Homebase, SportsDirect and Doncaster-based DFS have also lost out on digital sales.

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The report said the top 100 retailers in the UK lost out on £500,000 between 2007 and 2010 by failing to integrate digital, mobile and traditional stores.

Tesco added £255m thanks to its multichannel performance, while Boots and John Lewis also performed well over the three year period.

Sam Moore, director of consulting services at Oxford Economics, said: “We found a clear link between growth and multi-channel performance.”

Paul-Jervis Heath, head of design at Head London, added: “While worst performing retailers including Morrisons, Dixons, Phones4U and Homebase missed out on tens of millions of pounds due to their weaker multi-channel performance, innovators including Tesco, Boots and John Lewis made up to £314m in additional sales growth.”