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Waitrose

Waitrose redevelops website to capture tablet using customers

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By Stephen Lepitak, -

October 17, 2013 | 2 min read

Waitrose has redesigned its website to become more tablet friendly as it aims to grow its mobile commerce offering.

Speaking at IAB Engage, director for e-commerce for Waitrose Robin Phillips explained that the supermarket brand had released a new website and mobile website last week and had embraced the insight that more and more customers were using tablets to shop in the evening, a lot of them even using their device to shop while in bed to build their online shopping order.

"Then the next day, when they are using commuting, they are using their mobile phones to edit the order and that's why we redesigned our website for tablet, so it's very easy for fingers now and we found that around 30 per cent of our customers like to use the website in that way. It's growing," he explained.

"That's why we redesigned our mobile website and that is specifically designed to make it really easy for customers to make their orders."

Phillips also explained that the company was looking to grow its online content strategy in order to become an "inspirational destination".

He continued: "We're experimenting with this and we have launched Waitrose TV also on YouTube where we will put some really great content and we are looking to create a lot more video and TV content so that our customers can see our specialists talk about food and drink - as well as helping our customers to buy great food and drink which we also want them to enjoy."

Waitrose works with Ocado to deliver its online orders, the chairman of which, Stuart Rose, called upon Marks & Spencer's to adopt a similar strategy and begin to offer online deliveries.

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