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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 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?