• Morrisons to open “small number” of Doddle concessions in larger stores
  • First click and collect point has opened at Morrisons’ supermarket in Harrow
  • Move comes amid boss David Potts’ drive to add “useful services” to the grocer’s portfolio

Morrisons has launched a partnership with fulfilment service Doddle as the grocer continues to add “useful services” to its larger stores.

The supermarket giant has opened its first ‘Doddle at Morrisons’ concession at its supermarket in Harrow.

The new counter will allow Morrisons shoppers to add the Doddle counter as their delivery address for purchases made online, allowing them to click and collect goods when they do their grocery shopping.

Customers will also be able to return any unwanted items to online retailers via the Doddle click and collect point.

Morrisons plans to introduce the Doddle concessions to “a small number of stores over the coming months,” a spokesman told Retail Week.

The grocer’s boss David Potts, who took the reins in March last year, has placed making better use of store space at the heart of his strategy.

As previously reported, the supermarket chain has already struck a deal with shoe repairs specialist Timpson, which will take over the running of 116 dry-cleaning concessions across the Morrisons estate.

The partnerships form part of the grocer’s ‘Fresh Look’ programme to breathe new life into its stores.

Morrisons completed more than 50 store refits during the 2015/16 financial year and aims to revamp its entire estate by the end of 2018/19 as Potts bids to build sales momentum in the fiercely competitive sector.