Waitrose has launched a new ‘In-store Mode’ to the MyWaitrose app as it continues with work to improve its digital and loyalty offer.
Aimed at enhancing the customer experience when shopping in stores, the new feature uses a shopper’s location data to recognise when they are in a store, or which store they visit most often.
The standout among the new changes is a new shopping list function, which enables shoppers to list items in the app, which they can use to also check range and availability in store.
For example, if a shopper visiting Waitrose’s Meanwood store in Leeds lists ‘lamb’, they will be able to view all of the available lamb lines stocked. They can also add them to an online order if they wish.
The new function links directly to a specific shop’s Wi-Fi, giving automatic connection. It also gives shoppers easier access to Scan Pay Go through the app, by linking automatically to the service in store.
In-Store Mode will only work if a shopper has given the Waitrose app permission to access their location data.
“We already know that our app is used by tens of thousands of customers every day when visiting us in-store, so these new changes will take their experience to the next level,” said James Kay, digital product lead at Waitrose.
“It’s already had great feedback from customers and we’re continuing to look at other ways to make their shopping experience even more seamless and enjoyable.”
Waitrose investing in upgrading its digital capabilities
Waitrose began rolling the changes out last month as part of its ongoing work to upgrade its digital offer, ahead of anticipated, but delayed relaunch of the MyWaitrose loyalty scheme later this year.
Over the past 18 months, the supermarket has invested heavily in upgrading its core IT systems as part of its turnaround plan.
The “open heart surgery” upgrade has included the rollout of a forecasting and stock management systems to improve availability in stores.
It has also enabled a significant expansion of Waitrose data handling capabilities, which in turn has enabled it to improve the level of personalisation in the rewards offered through MyWaitrose.
In April 2023, the John Lewis partnership announced plans to combine the MyWaitrose and MyJohnLewis loyalty schemes under a new pan partnership model.
It was originally scheduled to launch in 2024. However, The Grocer understands that the work to upgrade its core IT systems has taken longer than expected. It is now expected to launch sometime before the end of 2025.
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