On the 1st of September, Waitrose’s partnership with Ocado is ending. Indeed, Marks &
Spencer has taken over this collaboration to offer home delivery services for
its food range. As such, both retailers are in a battle to attract the most
customers.
To that effect, Waitrose is launching a marketing campaign
that is going to put forward the exclusivity of its products. According to the
firm, its strategy is to raise awareness of the switch, to showcase its online
proposition and to drive traffic to its website. It is also trying to keep
maintaining its position as the “highest quality grocer”. The company’s interim
head of brand marketing, James Morrison advanced that an important part of the
campaign is to help customers realise that they will only be able to purchase
the brand’s items from its own e-shopping
site now.
At the same time, Marks & Spencer is also
devising new strategies to win customers’ heart… and money! Both firms are
investing a lot in their campaigns. However, their approach is very different.
For instance, M&S is focussing on price and opted to go on TV while Waitrose is
advocating to clients on social media. The latter is also showcasing the
quality of items.
Waitrose is putting forward its quality products
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