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Waitrose refreshes its e-commerce site

24 February 2011 - 09:26 by Paul Tissington

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Supermarket chain Waitrose has announced plans to invest serious sums in its e-commerce site to make the experience of buying groceries even slicker for loyal customers. The updated site will be launching towards the end of next month and millions is being poured into its development.

One major improvement which the organisation has announced is the new ability to buy single items rather than whole packs of products like fruit and vegetables. The idea behind this is that consumers will no longer need to splurge on a multipack when they only need a small amount of something for a recipe.

As part of this drive towards personalisation it will be possible for customers to specify their own requirements in certain situations, such as altering the thickness of ham slices bought from the virtual deli counter.

As well as enhancing its portal for safe shopping online the retailer is making delivery even more convenient by upping the number of slots which are available during peak periods over the weekend. Anyone spending over £50 will also be entitled to free delivery, as is currently the case.

The Waitrose website changes have already been made known to long time customers via email and this has had the slightly inconvenient impact of making it impossible for users to alter their delivery details until the middle of next month.

Although Waitrose is considered to be more expensive and quality-focused than its immediate rivals, it is clearly not shy of innovating in the e-commerce sector.

With Morrisons joining the fray in the coming months and big pressure from Tesco and Sainsbury's, enhancing the experience of safe shopping online for existing Waitrose customers will be an advantageous act in more ways than one in the continual quest for customer satisfaction and return buyers.