Iceland has revamped its website with new corporate colours that could gradually be phased in across its estate.
The in-house designed website makes use of burgundy, blue and grey and has been re-engineered for multi-platform use.
Joint managing director Nick Canning said it was designed to better show the range changes the group had made online and in store for spring - “a bit more modern, a bit more welcoming and a bit more approachable.”
Iceland wanted to ensure there was “consistency” across the customer experience no matter what device they were using to access the site, he added.
“In terms of technology, it’s not a huge shift forward, but it was bringing it all in under one banner. In store imagery has changed to match the new site colours but not the fascias,” said Canning. “We’ve got 840 shops all across the UK - changing every one of those fascias is a mammoth task. We are not looking at it at the moment but never say never. We’ll see how it goes and we will be testing a few as we go.”
He added the company was “absolutely” keeping its values the same and denied the redesign denoted Iceland was moving upmarket.
“This is about making sure the customers understand this is a brand that is a mix of price and quality, and getting that balance right,” he said.
Iceland started looking at what customers thought of the brand a year ago. It has signficantly expanded its range since, including a new exotic meats range.