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Waitrose presentation (2)

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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.

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WAITROSE Ardent Associates Steeve Shilabo Varsha Devaliya Dolina Machado Azeem Mohammed
How to promote and raise awareness of John Lewis and Waitrose Click and Collect? THE STRATEGIC QUESTION
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
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
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
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.
• 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”
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.
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)
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%
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
Waitrose presentation (2)
• 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
• 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
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
Thank You Any Questions?

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Waitrose presentation (2)

  • 1. WAITROSE Ardent Associates Steeve Shilabo Varsha Devaliya Dolina Machado Azeem Mohammed
  • 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