Morrisons has struck a new partnership with SpotlessWater to roll out pure water stations in its store car parks.
SpotlessWater’s self-service stations launched at Morrisons stores in Shrewsbury, Lichfield and Woking throughout October, with concessions set to roll out to a further nine locations by January. Cardiff, Whitby Bay and Stratford are among the confirmed sites.
The partnership – SpotlessWater’s first in supermarket retail – had the “potential to expand to more” Morrisons stores, the supermarket said.
“We are delighted to be collaborating with SpotlessWater to bring their innovative, pure water stations to a select number of our stores,” said Morrisons services procurement manager Jason Mallinson.
“This new and sustainable service will support local professionals by providing access to spot-free, purified water, giving customers more reasons to shop at Morrisons.”
Pure water is regular H2O that has been mechanically processed to remove impurities. It’s used by tradespeople such as window cleaners and solar panel specialists, as it leaves a higher-quality finish and dries without leaving streaks.
Morrisons’ strategy to make stores ‘marketplace-style’ destinations
Morrisons said the partnership would attract “a new audience of trade professionals” and enable it to maximise revenues from existing space, under a strategy to make its stores “marketplace-style destinations”.
SpotlessWater launched in 2016 and claims to have dispensed 600 million litres of pure water through its 150 UK stations. It aims to reach 1,200 sites by 2029.
The self-serve stations are located in Morrisons car parks or other external areas of the store, and will be accessible 24/7 for customers. SpotlessWater will manage the stations.
“This is a fantastic partnership for both businesses,” said SpotlessWater CEO Tim Morris. “Our customers gain access to more convenient, secure, and well-located stations, while Morrisons benefits from an additional revenue stream that complements the services already available on-site.
“It’s a true win-win that reflects how innovation and collaboration can make business operations simpler and greener. We’re looking forward to building on this success by partnering with more retailers and forecourt owners who share our focus on quality, convenience, and sustainability.”
Last week The Grocer revealed Morrisons had accelerated the rollout of sushi counters as part of a new tie-up with KellyDeli.
Earlier in October, Morrisons also launched a new concessions partnership with Holland & Barrett.
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