Waitrose invests in mobile presence

Waitrose: iPhone app and mobile website launched
Waitrose: iPhone app and mobile website launched

Waitrose has launched a free iPhone app and mobile website in response to an increased number of browsers accessing Waitrose.com through their mobile phones.

The mobile website will feature pared-down content from the main company website, including exclusive-to-Waitrose recipes from Delia Smith and Heston Blumenthal, who, in March, signed up to front ads for the food retailer.

A spokeswoman for Waitrose said the mobile website had the "look and feel" of the company’s new website, which is set to launch by the autumn. 

Both the iPhone app, which can also be downloaded onto the iPad and the iPod Touch, and the mobile site, will provide a shopping list function that organises products by aisle or recipe.

They will also offer a "Cook's tools" function with features including weight conversion charts, seasonal food information, a food and wine-matching guide, a nutritional information guide and how-to videos.

The app and website also offers information from the latest special offers available in-store, as well as a GPS tool to locate branches.

Nick Marley, head of web selling and online marketing at Waitrose, said: "We are confident that iPhone and mobile users will enjoy the easy-to-use functions, which will enhance the in-store shopping experience, and that the mobile will become a handy alternative in the kitchen to the traditional recipe book.

"We are already looking at expanding on these platforms further in the not-so- distant future, to include additional features such as online shopping."

Non-Apple smartphone users can access the Waitrose mobile site through the main company website.

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