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This is an interesting development for the industry and exciting news for Morrisons’ customers.

Morrisons’ crown jewel has always been its Market Street and its skilled butchers, bakers and fishmongers and if the positive reactions on its Facebook page this morning are anything to go by, there's a huge appetite from shoppers to have the Market Street experience delivered to their doors!

As a later mover into the market Morrisons will need to deliver something different to its competitors and this morning’s announcement seems to herald just that - a combination of Morrisons’ Market Street and Ocado’s operating platform could catapult them forward to give them the nationwide coverage which they've been unable to achieve through bricks and mortar - especially in the south east. This move, coupled with key learnings from their stake in Fresh Direct in New York should set Morrisons up nicely. With that in mind it's little wonder that Mark Price has taken his bat home! From the details released this morning however, it shouldn't change the relationship between Ocado and Waitrose. It's a good deal for all parties - but above all, a great deal for the customer.

Catherine Shuttleworth, CEO at Savvy Marketing.