Now that so many of us order groceries online for in-store pickup, supermarkets are having to make changes. And Waitrose have been busily adapting to welcome their Waitrose.com clients, by installing, amongst other things, concierge-style welcome desks at their stores.
The teched-up desk will be a hub for both collecting and making orders via iPads – or a member of staff. Other services, such as flower and gift wrapping have been thrown into the mix to appeal to the up-market Waitrose demographic, and it will be rolling out across 100 stores this year and all stores by 2014. The new look builds on the increase in ecommerce that the John Lewis’ Click & Collect service has experienced, in an attempt to offer comfort and convenience in ways that supermarkets often find difficult to manage.
Waitrose has already announced Drive-Through shopping pickup points this year, and later this year will test ‘cooled lockers’, for extra-quick pickups. More comfort, more convenience, stronger local relationships, and a better perception of Waitrose’ online facilities. Win.
