Waitrose has seen a 24 per cent increase in online transactions, driven by an increased level of 'personalisation' of its customers' online experiences.
According to InternetRetailing.net, this growth was stimulated by an £80 discount it offered to new users of its e-commerce portal, which could be spread across five of its product categories (or ‘shops’) – groceries, cellar, garden, etc. Based on a consumer’s previous purchases, the system tailors offers that are specific to them.
“The website is a growing part of the Waitrose brand, and we want the customer online experience to be consistent with the quality of experience you get in one of our stores,” said Waitrose’s digital optimisation specialist, Jane Godfrey.
Waitrose worked with content manager Monetate to develop the platform, with Godfrey adding that it "has allowed us to work more efficiently and target our customer base more effectively.”
Monetate’s vice president for the EMEA zone, Mike Harris, said, “This is a perfect example of how the Monetate platform can be used to drive both every day sales and sales during those essential peak shopping times that some retailers are unprepared for year-on-year."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
