Twentysix London revitalises waitrose.com

Visitors to Waitrose.com will notice a huge difference following a customer-focused redesign by full service digital agency twentysix London as part of a major site relaunch.

As well as accessing all kinds of food and drink expertise and practical advice in the shape of recipes, video demonstrations and podcasts, visitors will now be able to share knowledge and discuss online through a range of interactive features, forums and community-building content, geared to creating a more personalised and engaging online experience.

The aim is to expand the brand's online audience of loyal consumers and food lovers and increase visits by 20% within the year.

To achieve this, twentysix London have taken a 360 degree review of the already popular eight-year-old site and identified and delivered a raft of clever customer-oriented upgrades and additions to content and functionality, bringing it up to date while maintaining Waitrose's traditional high-quality values.

Visitors to the crisply restyled site can now take advantage of localised branch information, community news, real-time special offers that mirror local in-branch promotions, seasonal updates, regularly refreshed content and news, as well as 4,500 double-tested recipes, with 20 new additions each month.

A scrap book tool allows users to compile their favourite recipes and add commentary and ratings.

In addition, 10 new illustrated articles, including thoughts from culinary celebrities, will be added to the site each month.

Website content is under five headings; food, drink, shopping, entertaining and "Campaign", which will change seasonally but launch with the British season campaign.

All site content is cross-referenced to provide useful informational functionality, such as wine suggestions for each recipe.

Arguably, the site provides the most comprehensive nutritional information of any retailers' food sites, while a forum allows Waitrose's well-informed customers to discuss food and drink issues of the day.

Usability has been elevated to new levels, offering more logical, cleaner and smoother journeys.

The site will 'remember' users and deliver localised information to them, supporting Waitrose's reputation for personal service.

Gail Dudleston, twentysix London MD, said: "In short, visitors will now be able to enjoy the renowned quality and attention to detail that defines 'the Waitrose difference' both online and off.

"It better reflects Waitrose's honest core values for excellent produce, the freshest ingredients and top quality service.

"The website continues to make food and drink the hero, but aims to give users a more inspiring experience and involve visitors more deeply; the site's unique scrapbook, for instance, aims to put customers in charge of their preferences and archives, combining favourite recipes, articles, notes, nearest branches and other functionality.

"The site now strongly reinforces the Waitrose brand and positioning and roots it within the grocery retailer's marketing mix, incorporating weekly in-store promotions and other advertising.

"We've helped Waitrose enter into a richer, more interactive relationship with its customers.

"The new site also represents the best in website functionality and delivers to both customer and client".

Fiona Hall, Waitrose marketing manager, said: "The watchwords of the brief were 'inform, inspire, involve' and twentysix London has given us a site that does just that - we will be able to attract vibrant communities around the excellent content and resources we have built up over the years, and fulfill the potential of what is a wonderfully comprehensive resource.

"We asked for a site that improved the user experience of the Waitrose brand at every level, and twentysix have surpassed our and no doubt our customers' expectations.

"Waitrose aims to be 'the best quality food and wine retailer' in the UK and this relaunch will go a long way in helping us achieve that".

Commenting on the working relationship with twentysix, Hall said: "The Waitrose ethos is rooted in developing close, sustainable relationships with all our business partners and this approach has served us particularly well throughout this project, which has required close collaboration at every stage".

twentysix London has worked with Waitrose (and the John Lewis Partnership) for 10 years, including designing their new company website for Greenbee last year.

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