Morrisons has tested an interactive version of its weekly Best Buys leaflet, in what looks like a tentative step towards expansion of its internet presence.

The electronic flyer, produced by online marketing technology company Activepoint UK, was posted on the Morrisons website last week. The retailer accompanied the launch with an e-mail blitz to a selected group of shoppers.

Activepoint UK sales manager Michael Mantey said: "Preliminary results were encouraging. Eighty-four per cent of the people who were e-mailed viewed the brochure at least once and 14% viewed it twice. Morrisons is looking to do more online and this is a stop gap. We're in talks to do more, but it is early days."

Morrisons is the only one of the UK's top four supermarket chains not to have an online offer. Analyst Jonathan Pritchard of Oriel Securities said: "An online leaflet is a minute step, but still one in the right direction. With Tesco, Ocado and others taking online market share, there is certainly an opportunity missed. It is getting to the stage where not having an e-commerce offering is becoming a risk."

A Morrisons spokesman said: "This is a trial to see if our customers find it of value. We will evaluate its success before deciding if it will become a regular feature." He said Morrisons had no current plans to launch an online store.

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