Morrisons supermarket’s website: the art of not giving the customer what they need
After writing my post on the delicious Caipirinha cocktail, I was looking around at several supermarket websites to find who sold the much needed ingredient – Cachaça (ca-sha-sha) – and then compare prices and buy a bottle.
How hard can it be I thought? “Hmm…Morrisons is the closest supermarket, so I’ll just quicklycheck their website to see if they sell it before nipping out at lunchtime”.
However after spending 20 mins or so looking around their site I was left dazed and confused (easy to do I guess) by the simple fact it doesn’t have a product finder.
Eh?? Surely a core objective of a shop’s website is to show what it sells…??
So I wrote to them (in a slightly disgruntled way) using the contact form on the Morrison’s website:
“Hi – my query is regarding the Morrisons website. The reason I wanted to write to you was to ask why there isn’t a product finder on your site. I wanted to know whether you sold Cachaça instead of having to head out to a busy store at lunchtime to find out, but your site made this impossible to actually do. I couldn’t find any details *(there’s not even a search function on your site!), so I left disgruntled by the poor website! The first rule of a good site for usability is ‘don’t make people think!’ It should be instinctive to use. Something which unfortunately your current site is not.”
And got back the reply below, pinning the blame on there being no home delivery service:
“Good afternoon Mr Atkinson, Thank you for taking the time to email us. I am sorry to hear that you are disappointed in our website. Currently our website shows all the offers and promotions that are in store at the moment.
Unfortunately it does not allow you to compare the prices of individual items. The reasoning behind this is because as of yet we do not offer a Home Delivery service at the moment; however we are currently in the midst of setting up trials for this provision. Although we do not have any dates when this may be available, I can assure you that appropriate signage and advertising will be presented around the store and in the media once we are confident that we are equipped to offer this facility.
Having checked our system I can see that we don’t actually stock Cachaça. We are always interested to hear what our Customers have to say and your comments are very valuable to us. I have taken the liberty of passing these onto my colleagues within the Company who are best placed to benefit from your feedback.
Kind regards, Charlotte Hargreaves Customer Services Department Wm Morrison Supermarkets PLC”
Which is a fair enough response I guess.
So here’s a list of the top UK supermarkets that offer home delivery:
- ASDA – groceries.asda.com/asda-estore
- TESCOS – www.tesco.com/groceries
- Sainsbury’s – www.sainsburys-live-well-for-less.co.uk/shop-online-grocery-deals
- Waitrose – www.waitrose.com/home/groceries/the_quality_you_love_delivered_to_your_door
- The Co-operative – www.co-operative.coop/food/whats-hot/home-delivery
- Morrisons – oops, forgot already, no they don’t…well not yet anyway.
Which supermarket do you think is the best nowadays? Tell me your thoughts below: