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Morrisons MRW. L as a platform for quick delivery. The more immediate the delivery, the more expensive the service and the narrower the range of products, he said, adding that people might be willing to spend a bit more on the occasional immediate top-up but that is as far as it will go.

He also noted that the rapid delivery sector would only ever be able to serve densely-populated urban areas. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC.

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