Morrisons selects Profitero’s Price Intelligence solution to provide competitor market data


Profitero, a leading global provider of online insights and e-commerce intelligence for retailers and brands, today reports that Morrisons has become the latest retailer to enlist its Price Intelligence solution.

Profitero is providing competitor market data to Morrisons, enabling the supermarket to match an online shopper’s favourites – their usual list of purchases at another supermarket. With one click, an online shopper can easily import their shopping list into the Morrisons’ website, easing their switch from one online grocery provider to its own offering, the company reports.

Morrisons’ digital marketing director, Amanda Metcalfe, said: “We want to challenge shoppers’ preconceived ideas of online grocery services by surprising them with just how good an experience it can be with us. Profitero’s proposition will make an online shop even easier for new customers.”

Vol Pigrukh, co-founder and CEO of Profitero, said: “Profitero already has a very strong capability in the provision of competitor pricing intelligence to European supermarkets, so we’re delighted to be working with Morrisons. Profitero’s matching capability is proven to be the most advanced in the industry – using both proprietary matching technology as well as manual validation of matches – enabling us to deliver the highest match rates and accuracy across both branded and private-label products for supermarkets.”

Morrisons launched its online grocery website earlier this year as it seeks to gain a foothold in the rapidly growing online grocery sector. Grocery analyst IGD estimates that online grocery spending in the UK will more than double in value from £7.7bn in 2014 to £16.9bn by 2019.