However, with price competition still intense at the start of 2015 and basket sizes showing no size of increasing, it is not yet clear how and where Morrisons can win back customers.
We loved the sight of Latrell Sprewell on the left side of the basket, sizing up Vince Carter, readying his game-winning drive and jumper in the lane, while not a groan could be heard in the house.
The program has done significantly better than Postmates thought it would from a transactional standpoint, with customer basket sizes being higher than they expected.
The average subscriber orders 8.6 times more than an average Postmates customers, with basket sizes 30% higher than the average customer.
As Visa's senior business leader for information products Leigh Amaro says, "This program is built around Visa's strategy to personalize the shopping experience for consumers and, increase conversion rates and drive larger basket sizes for merchants…we have a commitment to using new technologies to enhance the shopping experience to consumer and add value to merchant".
Baskets sized especially to fit in the door shelves are also available.
The average basket size is £7, which Cannon boasts is almost double that of iTunes.
"They're buying the necessities," he adds, "but a lot of basket sizes are flat, or declining slightly".
We compared the in-store purchases of moderate and frequent smartphone users and found that basket sizes of frequent mobile shoppers were 25-50% higher.
Then I figured out that the dialogue you had with the customer was really important and how it could very quickly add to your basket size.
"Aldi and Lidl continue to grow – not only are both continuing to expand their store estates but existing customers are visiting more frequently and upping their basket size," McKevitt said.
