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Morrisons Cellar chooses MetaPack

By Retail Technology | Wednesday April 10 2013

Supermarket makes first foray into e-commerce, choosing delivery management platform to support online wine merchant business

Morrisons Cellar has chosen MetaPack to facilitate the delivery of its new online wine offering to integrate delivery and fulfilment management with other suppliers.

Launched online, with ambitions to roll out instore in the near future, Morrisons realised the importance of optimising its delivery function as well as being able to offer customers flexible and preferred options. 

Launching shortly before the Christmas peak, it was imperative the implementation was up-and-running as quickly as possible. 

Making use of best-of-breed

Ken Platt, Morrisons head of multichannel e-commerce delivery, concluded: “MetaPack offers flexibility and optimisation of our delivery options. With its proven track record we decided that this was a best-of-breed software that complimented our other selected suppliers.” 

Morrisons Cellar uses MetaPack to add and switch between delivery options and carrier providers, enabling the business to find the best mix to meet and exceed customer demands. Within three months, MorrisonsCellar.com is over-performing against all set targets. MetaPack’s platform is scalable to help them serve their growing customer base, as well as help facilitate the broadening of their online offering, which is planned throughout 2013-14.

Testing the online market 

Morrisons Cellar was launched with an innovative “Taste Test” to help people find the wines to suit their tastes at affordable prices. Currently having a 13.5% share of the grocery market, with this initiative Morrisons is looking to capture a larger percentage of the wine business to help meet their target.

The supermarket decided to launch its new online initiative in response to a 10,000 strong survey in which wine drinkers explained their frustrations with the way in which wine is currently being sold in the UK.

Check out the March/April 2013 issue of  Retail Technology magazine (p22, Morrisons enters e-commerce fray) for exclusive insight into the technology used to launch Morrisons Cellar. 

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