Waitrose may bring in mobile GPS to track customers near stores

A smartphone app would relay the customer's geographic position so staff could prepare the order

Waitrose is considering using mobile phone GPS technology to know when customers are close to stores to pick up online shopping orders.

The Daily Telegraph says Waitrose may use the technology as part of its click and collect offering, which sees customers ordering their groceries then driving to a store to pick them up.

Sources have told the paper that a smartphone app would relay the customer's geographic position so staff could prepare the order.

Such a system could also be used for a location-based shopping platform, which would enable registered Waitrose customers to be sent offers or coupons when they came near a store.

Waitrose told the paper that as yet there were no firm plans to trial GPS technology for click and collect, but that it was one of a number of ideas being studied to improve customer service.

A Waitrose spokeswoman told the Telegraph: "We are always looking at ways to personalise the shopping experience when a customer places an online order.

"This could include the delivery of real time updates and recognition of when a customer comes within the vicinity of one of our shops."

Waitrose currently allows customers to pick up food ordered online at around 160 outlets.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in