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Morrisons full online grocery offer to go live on January 10

Although Morrisons is the last of the so called Big Four major multiples to offer an online service to its customers it hopes to steal a march by giving customers the chance to import their "favourties" lists that they have built up on rival sites at Tesco, Sainsbury's and Asda.

Dalton Philips, chief executive of Morrisons, said he was quite bullish about taking online customers away from its competitors.

."By enabling customers with one click to import their favourites we'll be bringing switching to the online food market," he said.

As part of the service customers will be able to select one-hour delivery slots and be able to place orders via PCs and also smart phones, tablets and a mobile app.

Morrisons link up with Ocado earlier this year not only surprised Ocado's previous exclusive partner, Waitrose, but illustrated how serious it is about its online plans with a £216 million 25-year deal. It is under increased pressure to deliver an effective online service after a series of disappointing trading figures including a 2.4% drop in sales in the three months to November.

Morrisons online service will initially only be available in Warwickshire and West Yorkshire in January 2014, but it has confirmed plans to have a service in place for London by the summer of 2014 and that it will be available to 50% of UK households by the end of next year.

Beers, wines and spirits will be a key part of the Morrisons offer, but will be run as a separate operation from the Morrisons Cellar online service introduced last year that marked the chain's first venture online with its dedicated by the case online wine service.

* You can read our in-depth report on Morrions wine strategy and a full interview withe Steve Mosey, head of BWS, here:

many are engrained and should accelerate progression of the retailer's multichannel strategy."

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