use case / Morrisons

Scaling “popular & useful” services for Morrisons

Collecting online shopping is part of consumers’ lives – positioning it in the places they go to each day or week is essential to drive take-up.

In the highly competitive grocery market, the need for differentiation and customer satisfaction is crucial to success. Morrisons chose Doddle to provide parcel pick-up and drop-off as a popular & useful service in order to attract new customer segments.

Background

Morrisons, the UK’s fourth biggest grocer, approached Doddle in March 2016 to see whether the PUDO service could be launched in Morrisons supermarkets alongside a number of “popular & useful” services designed to support the retailer’s turnaround strategy. Morrisons faced a number of challenges not unusual for large retailers experiencing digital disruption, including:

Morrisons’ typical customer was from an older demographic and their in-store spend was decreasing

Footfall into Morrisons supermarkets was declining amid rising property costs

Attracting new customers came at a high cost

Morrisons identified the growth of online shopping deliveries and returns as an opportunity to address all of these challenges in a scalable and efficient way.

The Doddle team are professional, dedicated and a pleasure to work with. We look forward to expanding Doddle offering across our network.
Vicky Kemp, WM Morrison Supermarkets plc

Implementation

How we became one of the most popular additional services at Morrisons

The Doddle service has been deployed across 500 Morrisons supermarkets, enabling collection and return of online orders when customers come in to do their grocery shopping. Morrisons staff provide the Doddle service alongside their day-to-day roles.

The service is administered by Morrisons staff from the customer service desk, via a mobile device. It is unobtrusive on store operations and doesn’t encroach on valuable floor space. Parcels are stored securely near to the customer service desk either in the back of house or in underutilised and secure storage areas.

Doddle manages the network closely alongside Morrisons Operations and Popular & Useful Services teams, providing ongoing dedicated staff support.

Results

In just two years, we’ve processed over one million transactions in our locations at Morrisons. 70% of customers made additional purchases in-store, driving more than £5 million in sales.

15,000

transactions every week

75%

of customers are female

50%

of customers are new to Morrisons