Morrisons launches new website

09 November, 2012

Morrisons’ new transactional website was launched this week as part of a strategy designed to add £100 million to the supermarket’s wine category within three years.

The site, morrisonscellar.com, offers customers more than 1,000 wines and encourages them to take a Taste Test to find wines suited to their palates.

Simon Harrison, strategy partner for Morrisons, said: “The initiative was developed in response to a 10,000-strong survey that revealed frustrations with the way wine is sold in the UK.”

By answering three simple, non-wine related questions, customers are allocated a number from 0 to 12 which sits within one of the four profiles: sweet (0-3), fresh (4-6), smooth (7-9), intense (10-12).

The Taste Test is licensed exclusively to Morrisons for the grocery sector by developers Bibendum and will match customers’ flavour profiles against a range of wines online and in-store.

Wine buyer Trish Scurfield said: "The Taste Test offers a new and exciting challenge for our wine buying team.

"Having looked at customer profiles and ranges we discovered that while 30% of the UK population has a ‘sweet’ profile, the in-store offering within this profile was only 10-15%.

"We have looked in detail at the range across all price points and all flavour profiles to achieve a more comprehensive wine range which will help guide the bemused consumer to not only find a wine they’ll enjoy, but also the confidence to try a wine they haven’t tried before."

Morrisonscellar.com will operate on a by-the-case model with a minimum order of six bottles, offered with free standard delivery anywhere in the UK.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter