Morrisons to launch first supermarket magazine iPad app
Morrisons will become the first bricks-and mortar-supermarket to launch its magazine as an iPad app, with a free app that can be downloaded from tomorrow (10 March) from the App Store and Newsstand.
Morrisons: launches iPad app version of its magazine
Online grocer Ocado already has an iPad app for its magazine, which is more focused on lifestyle than recipes. Several supermarkets have iPhone apps, but are yet to fully exploit the iPad's larger screen.
Morrisons' app will coincide with the redesign of the in-store magazine and will include exclusive content just for the app, including an interview with Italian chef Aldo Zilli.
The app will feature 38 pages and was created for Morrisons by Result Customer Communications, which also produce produces of the print version of the Morrisons Magazine.
Morrisons has brought in food photographers, including Nato Welton, and writers and stylists for the revamped magazine, which will feature lifestyle and travel articles for the first time.
Richard Lancaster, corporate marketing and operations director at Morrisons, said: "The new iPad version allows us to reach new customers.
"We think the iPad magazine clearly demonstrates our passion for British Food, combined with a clear understanding of what our customers want."
Recipes on the iPad magazine are presented in the form of interactive cards, showcasing products and methods, to allow readers to cook along in real time.
There will be 18 seasonal recipes, which include three step-by-step videos from M Kitchen chefs and advice from kids' cooking expert, Fiona Faulkner.
The recipe cards also include a feature that allows users to create a shopping list and draw attention to wines that would complement the recipes.
Further iPad content will include food-related news and six competitions worth approximately £10,000 in total.
A new Twitter account has been created for the updated magazine, which will enable readers to interact with the magazine team.
Dawn Alford, editorial director at Result Customer Communications, said: "Advertisers have been incredibly keen to get on board.
"Many have included video and social media links into their ads, making them truly engaging multichannel adverts.
Yesterday (8 March), Morrisons chief executive Dalton Philips laid out a vision for the chain to keep its focus on food, rather than becoming a generalist.
He said: "Our first conviction is that we will be food-focused, not a generalist. We will be better at food because we focus on food. It's 90% of our in-store business.
"Hypermarkets will be a blip in the pages of retail history. For thousands of years, people have shopped in vibrant markets, not soulless sheds."
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...