Twentysix fills Waitrose.com with Christmas spirit

Full-service digital agency twentysix has refreshed the Waitrose.com site with festive colours and Christmas spirit ahead of the holiday season.

The site was entirely relaunched this summer following a customer-focused redesign by twentysix, adding a raft of clever customer-oriented upgrades and additions to content and functionality, bringing it bang up to date while maintaining Waitrose's traditional high-quality values.

With the holiday season fast approaching, twentysix has re-skinned the site ahead of Christmas, temporarily replacing Waitrose's normally green colour scheme with Christmas red.

This year's campaign has been incorporated across the main site and fits closely with Waitrose's above-the-line Christmas activity under the banner "A Feast of Ideas".

The "Christmas at Waitrose" section is divided into Gifts, Planning, Food and Parties, where in addition to the many new developments introduced by twentysix to the refreshed Waitrose.com Christmas visitors to the site will now also find various extra services.

Feast Formulator allows visitors to choose the type of food they are interested in preparing (selections include: Traditional, Alternative, Spicy, Vegetarian), the number of people to be served, and then presents a list of recipe ideas and shopping lists.

The Gift Guide has suggestions for hampers, individual gifts etc.

Party planning ideas include a canape calculator, online party invitations and menus.

The Christmas Adviser Widget is a downloadable file which informs customers of key dates ("order your turkey," "last post dates" etc) as well as food tips and advice.

An Activity Fun Pack (for children) has labels and ideas for homemade food gifts, decorations and festive activities.

Fiona Hall, Waitrose e-commerce manager, said: "We are very excited about our Christmas site this year; we wanted to provide online customers with the same level of expertise, advice and service they would receive in a Waitrose branch.

"Our Christmas site does just that and integrates well with our offline communications too".

Gail Dudleston, twentysix MD, said: "We wanted to convey the idea that Waitrose sits right at the very heart of planning for Christmas celebrations, showing that their 'Feast of Ideas' was about more than just the provision of food or products, demonstrating a desire to help make Christmas easier and more festive for Waitrose.com shoppers".

The site is live until early January.

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