For most third party ecommerce solution providers the local supermarket isn’t a typical target customers, but for Morrisons a new partnership with MetaPack proved the ideal solution.
Morrisons chose MetaPack to facilitate the delivery of their new online wine offering, Morrisons Cellar, owing to their proven track record in the industry and ability to integrate seamlessly with their other suppliers.
Morrisons Cellar was launched with an innovative “Taste Test” to help people find the wines they’ll love 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. (try the taste test, it’s cute)
Initially online, with an ambition to roll out in-store 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. Paul Sanderson, Head of GM Online Content & Operations explains, “As we delivered the Morrisons Cellar in such an agile and fast manner, it was key that the implementation went smoothly and found MetaPack simple, as well as effective in practice.”
The ability to continually meet the increasing needs of the consumer is another factor which Sanderson says is of utmost importance for any multi-channel retailer. With MetaPack, Morrisons Cellar is now in a position to add and switch between delivery options and carrier providers with ease, enabling them to find the best mix to meet and exceed demands.
It’s an interesting application of MetaPack’s technology and the reason that so many online retailers utilise them for their shipping. If one courier raises or lowers prices or performance, rules can instantly route outgoing shipments to the new best shipping options whether it be with the same carrier or an alternative.
AFter just three months, Morrisons Cellar is over-performing against all set targets. MetaPack’s solution 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.
