Morrisons aims to bridge in-store and wholesale with new app

Morrisons, one of the UK's leading supermarket chains, has unveiled a new app designed to streamline the purchasing process for its wholesale and franchise partners.

The new app, first reported on by The Grocer, allows retailers within the Morrisons supply network to top up their stock directly from Morrisons supermarkets using their smartphones.

Wholesale customers via the app can scan items using their mobile device's camera, creating a virtual shopping basket. Upon completion, they can check out with a duty manager. Instead of paying standard in-store prices, these partners are invoiced based on their existing agreed terms. An electronic delivery note is then instantly transmitted to their store's Electronic Point of Sale (EPoS) systems and via email.

This development comes as part of Morrisons' broader strategy to strengthen its wholesale and convenience offerings under the leadership of new CEO Rami Baitiéh. The retailer's wholesale arm currently supplies over 1,600 stores across five countries with a range exceeding 9,000 products.

Morrisons has separately made significant strides in expanding its convenience store presence. The company recently completed the conversion of more than 1,000 McColl's stores to the Morrisons Daily format, bringing its total to 1,600 Morrisons Daily stores. With an ambitious target of 2,000 stores by next year, Morrisons aims to compete more effectively with discounters like Aldi and Lidl.

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