Morrisons website investment pays off

16.02.2012

Investment in its website and digital marketing saw Morrisons boast the second most-visited food and drink site in January. That is according to the latest figures from online retail analyst Experian Hitwise, seen exclusively by The Grocer. Trumped only by Tesco, the supermarket commanded 13.4% of all traffic to food and drink retailers' websites last month. Its Free Shopping competition, which invited shoppers to visit the website and enter their till receipts to find out if they had won the value of their shopping, helped traffic to the site spike. The brand is already seeing a return on the investment in its site, as in December it pulled in just 5.6% of visits, trailing behind Asda, Sainsbury's, Waitrose and Tesco. "We're obviously very pleased about the increasing popularity of our website," said Morrisons head of online marketing Mel Cheung-Turner. The news comes as the supermarket chain gears up to begin selling online. Copyright Press Association 2012