Waitrose relaunches website to attract more foodies

by Charlie McCathie, Brand Republic 04-Jul-07, 12:50

LONDON - Waitrose has relaunched its website, adding user-generated content, thousands of recipes and articles by culinary celebrities, in an effort to win new customers and re-engage regular customers.

The new website, which goes live today, was created by Twentysix London, the agency that designed the original site eight years ago. Waitrose felt it was the right time for a refresh and has now set the aim of boosting visits by 20% within the year.

To help it achieve this target, Twentysix London has created an interactive forum and has developed several personalised features. New features include an innovative scrap book tool, which allows users to compile their favourite recipes, add commentary and ratings.

Visitors will now automatically be recognised each time they visit, and local information, community news and special offers that mirror in-branch promotions have all been introduced.

Users can access 4,500 recipes, with 20 new ones being added each month. Nutritional information, video demonstrations and podcasts all feature on the site, and 10 illustrated articles written by culinary celebrities will be added each month.

Waitrose was keen to retain a user friendly feel to the site and all of the content is cross-referenced, with wine suggestions for each recipe.

Gail Dudleston, Twentysix London managing director, said: "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 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."