Morrisons and Amazon tie-up recognises changing customer expectations

2nd Mar 2016

British supermarket Morrisons has struck a deal with Amazon to deliver fresh, frozen and non-perishable food to customers of the US online retailer. 

The new service, due to launch later this year, will see Morrisons supplying goods for Amazon’s Prime Now and Pantry services. Amazon Pantry launched in the UK last year, but fresh food is not currently part of its grocery offering. Following this week’s agreement, the addition of hundreds of products to its existing offering means Amazon could become a real contender in the UK’s online grocery shopping marketplace.

Jo Causon, chief executive of the Institute of Customer Service, believes the tie-up is a great example of organisations responding to the ever-changing omni-channel environment that is adjusting customers’ expectations. According to the latest UK Customer Satisfaction Index published by the Institute, customer priorities are shifting, with ‘ease of doing business’ deemed more important than ever before.

“The shape of the business landscape is radically different to the way it looked even three years ago and, as we move into another period of intense change and opportunity, it is no longer enough to talk about which brand is performing well on the High Street,” says Causon. “In today’s competitive marketplace, the key to success is collaboration and partnership. The successful organisations will be those that pool resources and expertise to create the ultimate customer experience.”

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