British supermarket chain Morrisons is all set to launch its online service in Yorkshire, UK, on 3 February 2014.

The chain had been trialing the service in the Midlands for a month and had roped in delivery partner Ocado for home delivery operations in a 25-year deal.

Morrisons online food managing director Simon Thompson said they are happy with Yorkshire pre-bookings.

"We’ve seen greater demand from Yorkshire shoppers than we’ve seen from Warwickshire," Thompson added.

The service will initially cover around two million households in Yorkshire, with plans to launch in London by summer 2014 and cover 50% of the country by the start of 2015.

Morrisons will use Ocado’s recently opened distribution centre in Warwickshire for deliveries through its distribution network.

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The online shopping list of Morrisons will include customers’ regular branded goods and own-brand goods will be substituted with Morrisons’ equivalent.

In addition to online service, other initiatives taken by Morrisons include one-hour delivery slots, texts to give the name and licence plate of the driver, and the promise of low substitutions as goods will be sourced from depots rather than the closest store.

With the launch of home delivery service, the retailer will be able to compete against its three main rivals – Tesco, Asda and Sainsbury’s.