Exclusive Ed Bedington Iceland has completely revamped its online shopping service to attract more sales from ABC consumers. The company has launched an improved home shopping web site, which also supports offline shopping via CD as well as digital television ordering, in line with its renewed focus on internet shopping. A spokesman for Iceland's parent company the Big Food Group said: "Online shopping opens up a new market for us in terms of the ABC customers and primary shoppers, it's a major part of the group's strategy. Investment in this area is key." The new web site, which went live on Tuesday, retains a similar feel but has been improved in a number of ways, which the company claims makes it closer to the instore experience. The site has been provided by Unipower, the software company that pioneered online grocery shopping with organisations like Tesco.com and Foodferry. Commercial manager James Pemberton said: "We've replaced their complete online systems. There are now three channels supported by the same infrastructure. The site is easier to use, easier to navigate and offers new consumer facilities." Customers, rather than browsing through the whole range of products, can now, using the Speed Shopper function, enter a list of what they are looking for and the site will bring it to them. The BFG spokesman said: "Our research showed customers didn't like lists, they wanted speed and convenience. We've addressed that. "We've also tried to range it so that the first aisle the shopper comes to is made up of what they would normally buy. If its not there, the site will go and get it for them." The site also uses far more pictures of the product and includes the same labelling information people would get instore. At the moment the company is relying on in-store picking in most areas, but they are still developing better ways of picking using the Booker cash and carry estate. The spokesman said: "It's under development at the moment, but using the Booker estate would allow us to expand the range we offer online from around 10,000 to almost 40,000." {{NEWS }}

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