Name: Ross Avery
Job title: Director of e-commerce
Congratulations. It’s been five years since you last won. We are delighted to have our website navigation and interface recognised.
You’ve been in this role for just over a year. What’s been your focus? Building the team and a sustainable approach to online, focusing on what sets Waitrose apart and ensuring we’re in good shape. Customer expectations are high and constantly evolving so we review our pipeline on an ongoing basis to ensure we are reflecting their needs.
How have you done that? We continued our multichannel evolution with the launch of Waitrose Kitchen earlier this year, a brand new website offering customers all the kit to prepare, cook and enjoy great food at home. We also added extra functionality to our Florist and Gifts websites, and gave Waitrose Cellar a new look and feel.
Last year’s mobile 33 highlighted areas that weren’t so user-friendly. What have you improved? All the improvements from our main site have been replicated on our mobile site. We recognise the importance of mobile and it will continue to be an area of focus for us.
Why does Waitrose have a mobile-friendly website as opposed to an app that customers can download? Technology and the way consumers are using it is evolving - we are working through the right approach to this for Waitrose.
How successful has Pick Your Own Offers been for online customers? It has proved popular, with a third of all online orders from the end of September including at least one Pick Your Own Offers item.
Are online orders up this Christmas? Ninety-five per cent of orders for Christmas week are already booked, which is a big indication of the appetite for shopping online.
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