Morrisons is tapping into data from rewards site Quidco to identify consumers who do not shop with it and offer them money off their first online shop.

Morrisons partners Quidco to drive trials of online food service

The partnership with Quidco will allow Morrisions to use the site’s membership data to ascertain who has not shopped at it before and offer £10 off to members that trial the online grocery service.

The tie-up is designed to acquire new customers for Morrisons’ recently launched online food delivery service, which was extended to North London last month.

Morrisons digital marketing director Amanda Metcalfe said: “Working with Quidco enables us to reach a vast quantity of highly engaged customers and reward them for shopping with us in the knowledge that once they’ve experienced our fantastic service they will keep coming back.”

Quidco is using data from its 4m members to identify new customers for Morrisons as the supermarket plays catch up with the other big four having been the last to launch an online grocery service.

Commercial director at Quidco, Andreas Andreou said: “The online grocery market is growing rapidly. Our members spent close to £3 million from June 2013 to the same time this year, a year-on-year growth of nearly 40%.

“The market is getting more and more competitive and supermarkets need to utilise marketing channels that help them target prospects that are likely to shop with them.”

IGD forecasts the online UK grocery sector is currently worth £7.7bn and is forecast to be worth £16.9bn by 2019.