Lagging behind its main supermarket competitors in the online shopping arena has cost Bradford-based Morrisons £300 million in lost sales, new retail analysis has claimed.

A study by Oxford Economics for digital marketing agency Head London shows Morrisons missed out on £314 million of sales on the internet – and was the biggest loser in Head’s new Integrated Customer Experience Scale index which measures how well retailers combine digital and traditional selling.

Since Dalton Philips joined Morrisons as chief executive in 2010, the retailer has taken steps towards offering internet shopping, but Head says it has a long way to go to catch its main rivals such as Tesco, the biggest winner in its ICES rating with online sales of £255 million, Asda and Sainsbury’s.

For the full story, see Wednesday's business pages in the T&A