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 peopleYes46%

No54%

Are you aware of the John Lewis and Waitrose Click and Collect service?

Yes – 23

No – 27

Yes90%

No10%

Would you be happy to do your John Lewis and Waitrose shopping at one

location?

Yes – 45

No - 5Yes64%

No36%

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 RESEARCHWaitrose 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 PROMOTINGLow 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

• 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 Proposals1. 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 YouAny Questions?