Archive for Waitrose
- The holy grail – engaging content which drives sales
- We discuss examples from Waitrose, Marks & Spencer and Winsor & Newton
The idea of combining content with commerce isn’t entirely new – almost every major high-street fashion retailer has some kind of editorial section of their site to feature the new trends. But recently, retailers have been finding more innovative ways of merging content and commerce to provide a more engaging customer experience.
At the 2014 Internet Retailing Conference, Waitrose showcased how they’re doing this. Alex Murray, Waitrose’s Web & Multichannel Development Manager said, “People don’t want to buy food – they want a nice meal.” It’s this concept that has inspired Waitrose to not only sell products to customers, but to help customers create the experience they’re looking to get through buying those products.
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Our team conducted an eye tracking review of Waitrose for the May edition of Internet Retailing Magazine. The full article can be read here: Waitrose Website Eye Tracking Article.
We invited users to participate in sessions to explore the new Waitrose.com website. These were people who shopped online and had different levels of experience regarding using grocery websites. By using eye tracking technology we were able to observe users shopping naturally for basic items that they would regularly need.
Users struggled to find the most basic of items. The simplified initial drop down menu for ‘Groceries’ was limited.In order to find bread, users had to learn to click on ‘Cupboard’>’Food’>’Bakery’ and then choose an additional category such as ‘Sliced bread’.
This was felt to be a long route to individual items. It was not obvious how these sections were ordered within the navigation area displayed at the top of the page,with some users commenting that they expected to see the most common sections first.
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