Salmon reels in Morrisons e-commerce deal

Integrator designs and implements supermarket's spin-off wine site which signals its first step into e-commerce

Integrator Salmon has today announced its "key role" in supermarket Morrisons' first ever e-commerce venture.

Morrisons, which does not currently offer home delivery across its whole range, launched its spin-off wine-selling site MorrisonsCellar.com to dip a toe into e-commerce with the help of the Watford-based firm.

Morrisons claims its wine microsite is the "first step" in its e-commerce strategy.

Salmon claims the Morrisons Cellar site has already achieved an average 15 per cent customer return rate, and added that its goals concerning number of visitors, conversion rates and sales have been exceeded already.

Ken Platt, Morrisons.com's head of multi-channel e-commerce delivery, claimed being late to the online game has given the company an advantage.

"Morrisons has a late-mover advantage. By creating a scalable platform, focused on user experience, the rapid rollout of further categories is certain," he said.

Craig Harper-Ashton, director of e-commerce at Salmon, added: "Salmon played a key role in making MorrisonsCellar.com a reality. We are delighted to see Morrisons realise the benefits of the new working practices adopted for this project."