Tipped3 Mar 2016 19:23
Morrisons’ inspired move
Grocer wrongfoots rivals with stunning Amazon deal
James Crux
Grocer Wm Morrison Supermarkets (MRW) has stunned industry watchers by announcing an inspired wholesale supply agreement (29 Feb) with Amazon (AMZN:NDQ). We are increasingly positive on Morrisons’ recovery potential, given CEO David Potts’ strategic vision and a supportive balance sheet. Over the coming months, hundreds of Morrisons products will be available to Amazon Prime Now and Amazon Pantry customers in a deal that seals Amazon’s entry into the UK fresh food market. The agreement has sent shockwaves through a distressed sector, impacted by changing shopping habits and disruption from German discounters Aldi and Lidl and heaps further pressure on ‘Big Four’ rivals Tesco (TSCO) and J Sainsbury (SBRY).
Potts has already set Morrisons on the road to recovery by simplifying the business for shoppers, cutting costs and paring back capital expenditure. Via this low risk, capital light Amazon agreement, the vertically integrated food retailer will drive more volume through its food manufacturing business and benefit from positive operational gearing; food manufacturing has excess capacity, Potts having pulled down the shutters on underperforming supermarkets and sold the sub-scale M local convenience business last year.
The tie-up also gives Morrisons leverage in discussing future online plans with partner Ocado (OCDO). Alongside the Amazon news, Morrisons announced a potential new deal with Ocado, where it will obtain access to a second Ocado depot and the online supermarket will provide Morrisons with the technology to carry out in-store based picking. This new deal is not done and dusted and depends on Morrisons achieving profitable growth online