Morrisons share price: Grocer integrates Amazon’s Alexa into online service

Move comes amid ongoing supermarket war

Morrisons share price: Grocer integrates Amazon’s Alexa into online service

Wm Morrison Supermarkets (LON:MRW) has moved to integrate Amazon’s Alexa into its online service. The move comes after last year, the FTSE 100 group inked a supply deal with the US e-commerce giant.

Morrisons’ share price lost ground in the previous session, shedding 2.73 percent to close at 210.20p, underperforming the broader UK market, with the benchmark FTSE 100 index closing 0.24 percent lower at 7,415.18 points. The group’s shares have lost more than one percent of their value over the past year, and are down by nearly nine percent in the year-to-date.

Morrisons integrates Amazon’s Alexa

Morrisons announced in a statement yesterday that online shoppers could now order using Amazon’s Alexa service. Customers will be able to ask Alexa to add milk, bread or any other item to their Morrisons.com shopping list, as well as use the service to edit their order, ask if their delivery is on time, or check their basket to see if an item has been requested.

To access the service, customers will need to activate the Morrisons ‘skill’ or app, which is available on devices with Amazon Alexa.

“Customers are increasingly using voice commands in their everyday lives to check the weather, play music, or find out the latest news. It is important we follow this emerging trend,” Matt Kelleher, Morrisons Online Director, commented in the statement.

Analysts on Morrisons

The 16 analysts offering 12-month price targets for Morrisons for the Financial Times have a median target of 237.50p on the shares, with a high estimate of 275.00p and a low estimate of 170.00p. As of November 11, the consensus forecast amongst 20 polled investment analysts covering the blue-chip group advises investors to hold their position in the company.

Morrisons updated investors on its third-quarter performance earlier this month, revealing continued sales growth during the reported period. 

As of 07:53 GMT, Tuesday, 14 November, Wm. Morrison Supermarkets plc share price is 210.75p.

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