Morrisons has begun making its first online food deliveries.
The supermarket’s distinctive yellow vans began delivering groceries to homes across the Midlands from 6am this morning.
Morrisons has seen strong interest in its dot-com offer, with many thousands registering their interest, and today alone, there will be hundreds of deliveries to homes across the Midlands.
The retailer's grocery site includes a rosette rating system that gives customers an honest assessment of the quality and seasonality of every item of produce.
And, a doorstep check is being offered which allows customers to check the freshness of the products before they accept them.
Delivery charges will be £1, £3 or £5, depending on whether it’s peak, off-peak or standard times.
Customers will receive a one-hour time slot for their shopping, rather than the usual two-hour waiting period.
Dalton Philips, chief executive of Morrisons, said: “Today, Morrisons becomes a truly multi-channel business with an online offer that will lead the market in freshness, value and service, powered by best-in-class technology. It will be the closest thing on the internet to being in a store and selecting food yourself.”
Morrisons expects to be covering 50 per cent of the country by the beginning of 2015.
