Store '˜stealing' online shoppers from rivals

Its online sales rose by a massive 100 per cent, but this was from a very low base as online was only launched two years ago and is gradually being rolled out across the country.

Online contributed 0.9 per cent to the nine-week like-for-like sales growth and the firm said there is very little cannibalisation between digital and stores.

Morrisons claims that it is stealing online shoppers from its three main rivals, Tesco, Sainsbury’s and Asda, rather than its own stores.

Morrisons reported a 1.3 per cent increase in transactions at its supermarkets over Christmas as disgruntled customers gradually return.

CEO David Potts said: “We are seeing customers coming in asking where things are and that’s a clue they haven’t been there before. I witnessed that up and down the country.”

Richard Hunter, head of equities at Hargreaves Lansdown Stockbrokers, said: “Morrisons’ online sales grew at a fast clip, albeit from a low base, whilst focus both on the consumer and a value proposition should help to mitigate some of the competition coming from the discounters.”

Other retailers were bailed out over Christmas by their online sales.

Department store chain John Lewis celebrated a huge leap in festive online sales, which offset a fall in high street sales.

The retail​ bellwether​ sa​id​ like-for-like sales ​rose​ 5.1​ per cent​ in the six weeks to January 2, but this was thanks to a 21.4​ per cent​ jump in online trade.

Like-for-like sales in its stores fell 1.2 per cent as people eschewed the crowds on the high street in order to shop from the comfort of their own homes.

Former Tesco executive David Potts joined Morrisons as chief executive in March, tasked with reviving its’ fortunes, but he has warned it will be a “long journey”.