Waitrose to launch its biggest ever ecommerce marketing campaign
Waitrose is to launch its biggest ever ecommerce marketing campaign at the end of June. Starting outside of London, Waitrose said the campaign would run for 10 weeks and would extend into the capital during July and August.
Built around the grocer’s new “We shop like you shop” proposition, the campaign will consist of direct mail, emails, door drops, online display advertising and POS in branches. It will focus on Waitrose’s customer service and the creative will feature photography of real Partners, who work across every area of the ecommerce business.
Waitrose said it was currently offering Waitrose.com from 16 branches in London with full coverage in London by mid-August, and also announced the opening of a “virtual shop” in Acton this autumn to service the wider London market.
The Waitrose multichannel offer includes, as well as groceries from Waitrose.com, click and collect, wine, flowers and gift ordering, Home Direct and Waitrose Entertaining.
Robin Phillips, Waitrose director ecommerce, said: “Our research shows that customer service is of paramount importance to our online shoppers. Our new campaign highlights that through our Partners, customers receive the quality and value they enjoy from shopping at Waitrose with the added convenience and service provided online. It is underpinned by a new strapline for Waitrose.com – ‘We shop like you shop’ – showing how shopping online with us is every bit as good as doing it yourself.”
