Morrisons biggest multichannel loser

Morrisons is missing out on £300m in potential sales because it has yet to develop a multichannel platform that allows customers to shop via integrated mobile, digital or in-store channels, according to a new study.


It is the only major supermarket without a noteworthy online operation, but Morrisons is gearing up to launch online services and is currently trialling an ecommerce operation.

It also has an app which allows shoppers to browse products, but is not yet transactional.

The report by digital agency Head London in partnership with Oxford Economic also identified that Dixons, Phones4u, Homebase, SportsDirect and DFS are the biggest victims of poor digital strategy, and are losing out to rivals that offer a more joined up service.

Despite the efforts made by some retailers to develop integrated multiplatform operations, the top 100 retailers in the UK lost out on £0.5bn between 2007 and 2010 by failing to integrate digital, mobile and traditional stores.

Tesco, came out on top of the survey, and has added £255m thanks to its “superior multichannel performance”.

Boots, which recently launched a mobile commerce site and John Lewis, which is extending its click and collect offering, also ranked highly in the survey.

The research ranked 100 high street retailers on how well they integrated mobile and online with stores and cross referenced it with sales performance, and claims to be the first time that the digital deficit has been quantified.

Sam Moore, director of consulting services at Oxford Economics, says: “We found a clear link between growth and multi-channel performance. This confirms there is a commercial incentive for firms to invest in a digital multi-channel strategy.”

Separately, a study carried out by YouGov on behalf of 2ergo found that 76% of high street retailers do not have a mobile site or mobile-optimised content.

What retailers are missing put on:

Morrisons – £314million
Dixons – £32.6million
Phones 4U – £17.5million
Homebase – £9.6million
Sports Direct – £9.5million
DFS – £5.9million

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here