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Morrisons to unveil Kiddicare kiosks in stores


UK supermarket Morrisons is set to introduce kiosks that sell items from baby product retailer Kiddicare in 28 of its stores by the end of October, it was announced today.

The grocery business, which acquired the e-tailer in a deal worth £70 million in February this year, will use the service as a way of initiating its e-commerce business.

According to a half-year trading statement published by Morrisons this morning, Kiddicare has now been integrated into the supermarket’s family and the systems used by the baby goods specialist will be used as a blueprint for the grocer’s first foray into online which is due to launch in 2012.

“Kiosks, which enable Morrisons customers to order Kiddicare products online, will be installed in 28 of our stores by the end of the third quarter and will be rolled out further when the concept has been fully tested,” said the statement.

“We are on track to launch next year.”

The Kiddicare team is led by CEO Scott Weavers-Wright and Chief Operating Officer Simon Harrow, who was promoted to the newly created role in July in light of the Morrisons takeover.

Formerly Technology Officer at the e-tail business, Harrow is viewed as ideally placed to help aid the company’s future expansion under the new ownership.

CEO of Morrisons Dalton Philips has plans to use Kiddicare as a way of fast-tracking the supermarket’s move into multichannel retail, and he said today that he is positive about the direction the company is moving in after a strong first half of 2011.

“We have opened our first convenience store, invested further in our unique production capabilities, increased efficiency across the group, gained valuable insights from our trial stores and taken our first steps towards becoming a multichannel retailer,” he remarked.

“I am confident we will make further good progress in the second half.”

Published on Thursday 08 September by Editorial Assistant

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