June 22, 2011, 9:18 am

Waitrose has announced its biggest ever e-commerce marketing campaign to coincide with the take-over of Ocado inside the M25.

Waitrose is currently unable to deliver within the M25 region of the UK as part of its agreement with Ocado, which stocks Waitrose food.

But from 1 July this year the agreement between the retailers expires, allowing waitress to offer a full service.

In October, Waitrose will open a giant warehouse in west London to supply its operation.

Ocado has stated that approximately half of its gross sales in the year to November 2009 came from deliveries inside the M25.

The new marketing campaign is focusing on Waitrose’s new: “We shop like you shop” slogan, which allows customers to request personal touches, including deli ham sliced thickly, or extra ripe peaches.

It also emphasises the new free delivery for orders of more than £50.

Waitrose spent £10m earlier this year revamping its website and re-branded its online service from Waitrose Deliver to Waitrose.com in a bid to simplify its service.

Waitrose e-commerce director Robin Phillips said:

“Our research shows that customer service is of paramount importance to our online shoppers.

“Our new campaign highlights that customers receive the quality and value they enjoy from shopping at Waitrose with the added convenience and service provided online.

“It is underpinned by a new strapline for Waitrose.com – ‘We shop like you shop’ – showing how shopping online with us is every bit as good as doing it yourself.”

For more information click here to visit the website.


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