Waitrose has launched its first-ever iPhone app and website for mobile phones.

Both the iPhone app and mobile site will offer users a range of exclusive recipes, including dishes by Delia Smith and Heston Blumenthal, and give details of the latest offers available in-store.

They also have GPS branch-finders, so customers can find their closest Waitrose store on their mobile phone.

Alongside the recipes there are weight conversion charts, seasonal food information, a guide for matching food and wine, nutritional information and how-to videos.

“Our first-ever mobile tools will be key in helping us develop an ongoing dialogue with our customers and interact with them in new and exciting ways," said Nick Marley, the supermarket’s head of web selling and online marketing.

"We are confident that iPhone and mobile users will enjoy the easy-to-use functions [to] enhance the in-store shopping experience and that the mobile will become a handy alternative in the kitchen to the traditional recipe book."

Read more
Grocer 33: Waitrose win down to staff and service (31 July 2010)
Trade not cashing in on smartphone shoppers (6 July 2010)
Eblex offers free app to plan barbies (12 June 2010)