Morrisons has gone live with the web site, Morrisons.com, for its new online food service, and expects to start deliveries across the Midlands on 10th January.
Delivery charges will be £1, £3 or £5 depending on whether it’s peak, off-peak or standard times. It said that charges would be predictable and not vary if demand changes.
Customers will receive a one hour time slot rather than the more common two hour slots.
Morrisons expects to be covering 50 per cent of the country by the beginning of 2015.
Chief executive Dalton Philips said: “This fresh food offer will be the closest thing on the internet to being in a store and selecting food yourself. Customers do have concerns about buying fresh food online and today we believe we’ve come up with the answer.”
To guarantee product freshness, it has introduced an expert review and doorstep check. The expert review is a rosette rating system for quality and seasonality of produce.
The doorstep check allows customers to check the freshness of the products before they accept them.
The launch of the service follows Morrisons’ £170m deal with Ocado in May for use of the Dordon distribution centre on the outskirts of Tamworth.