Waitrose is introducing a subscription service for online grocery deliveries.
The new ‘Delivery Pass’ will allow shoppers to pay upfront for a subscription period of one month, six months or 12 months, in which they can book up to one delivery slot per day at no additional cost.
Buying a pass will also give shoppers early access to Waitrose Christmas delivery slots, which go live in September.
It costs £8 for one month, £45 for six months or £85 to subscribe for a whole year.
Currently, Waitrose charges between £2 and £4 for an individual delivery slot. Waitrose estimates a Delivery Pass will save a customer booking delivery weekly up to £123 a year.
“We’re investing in our online business to continuously improve it, giving our customers even greater value and the best possible experience,” said Waitrose online director Laura Burbedge.
“Thousands of customers signed up for Delivery Passes through our trial, so we expect to see strong demand across the UK as we roll it out.”
It follows Waitrose’s rollout of in-store offers to MyWaitrose members using Uber Eats last month.
The supermarket has invested significantly in overhauling its digital infrastructure as part of its turnaround plan.
The supermarket was been the winner of the biannual Super Grocer 33 online shop twice in a row.
It has also ramped up its on-demand delivery offer, launching a new partnership with Just Eat in October. Waitrose sees the channel as a crucial element of its expansion in convenience.
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