This document discusses strategies to promote the John Lewis and Waitrose click and collect service. Primary research found that 46% of people were unaware of the service, and 90% would be happy to do their shopping at one location. Secondary research showed Waitrose's market share rising to 5.1% in 2014. The document proposes low-cost promotion methods like in-store signage and messaging on receipts. It also suggests higher-cost digital options like improving the mobile apps and payment systems to better advertise click and collect. Future proposals include expanding locker systems and making the collect plus service free for larger orders. The overall aim is to raise awareness and use of the John Lewis and Waitrose online shopping and order pickup options.
2. How to promote and raise awareness of
John Lewis and Waitrose Click and
Collect?
THE STRATEGIC QUESTION
3. Telegraph- More than 60 per cent of click and
collect purchases are collected from Waitrose
stores, while around 3 per cent of the
purchases are collected for a £3 fee from
newsagents or corner shops
Waitrose return on equity rose up from 5.3 to
5.7 percent 2014
CLICK AND COLLECT
4. PRIMARY RESEARCH
• Questionnaire - 50 people
Yes
46%No
54%
Are you aware of the John Lewis and
Waitrose Click and Collect service?
Yes – 23
No – 27
5. Yes
90%
No
10%
Would you be happy to do your John
Lewis and Waitrose shopping at one
location?
Yes – 45
No - 5 Yes
64%
No
36%
Do you find the Click and Collect service
easier to use?
Yes – 32
No - 18
6. Edith`s first click and collect
• She was not happy about waiting for 5min at
concierge
• Liked the idea of letting her shop and come
collect her order after from the friendly staff
• After she got her groceries then she went to the
café
• She likes the idea of doing her john Lewis
shopping online and picking it up at Waitrose
when she does her weekly shop.
7. • Would use the service again and recommend it to a friend
• Would like it to be easier to use and better advertised
because she had not heard of the click and collect service
• Asked Waitrose staff if click and collect john Lewis service
has been busy answer- “no not so much now since
Christmas”
8. SECONDARY RESEARCH
Waitrose has a 5.1% share in
2014 compared to 4.9% in 2013
Waitrose to launch Hiku home
scanner - Hiku allows customers
to scan barcodes at home on
products that Waitrose stocks to
automatically add the product to
their online shopping basket.
9. Leading Supermarket V Social Media
UK Retail Briefing – October 2014
Chairman of the John Lewis Partnership Sir Charlie Mayfield said ‘Our sales growth was
driven by more customers shopping with Waitrose and John Lewis, with customer
numbers up by over 6% and 4% respectively. This reflects the growing appeal of our
omni-channel offer across both brands. (Mintel)
10. COMPETITORS
• ASDA – to expand collection points, looking to open up at train stations and outside store
locker systems, to utilise the £1 billion budget to invest into digital platforms, develop mobile
technology
• SAINSBURYS - to launch tube click and collect
• Tesco – internationalise their online grocery, opening office dedicated to mobile app
• Aldi and Lidl – commanding 75% store network market penetration
• The Guardian – Aldi is catching up with Waitrose – discount supermarket share rose
from 3.7% to 4.8%
11. WAYS OF PROMOTING
Low costs
• Store front signage
• Store bollard signage
• Café takeaway cups and napkins signage
• Behind receipts
• Advertise on bags
• Tell a friend service-”charity token reward voucher for a friend”
• Waitrose john Lewis magazine
13. • Screen at self service for click and collect
1. Scan QR or Bar code
2. Order gets collected in stock room
while customer shops
3. Order arrives at customer service
desk
4. Text alert is sent to notify order is
ready
Radio advertising(102.3 HFM & CAPITAL FM)
Train station, and service station advertising
High Costs
14. • Link john Lewis and Waitrose click and collect mobile
apps look into quicker mobile payment platforms
• The front main page should make it clear to visitors
that this option is available
• The option in the basket should be more detailed and
clear
• The information about Click and Collect should be
mentioned on both sites – John Lewis and Waitrose
• Airports and service. stations lockers expand and use
outside store
15. Future Proposals
1. Locker systems outside the store
2. Collect plus look into making it a
free service for a £30 shop upwards
self liquidating
3. Add John Lewis and Waitrose
partnership to Click with John Lewis
campaign