Iceland delivery truck

The new Iceland website is likely to add “multiple delivery options” such as click & collect

Iceland is weeks away from launching a new website that is expected to improve shopper experience with new features such as saved favourites.

The new site is scheduled to go online from the end of September, Iceland Foods’ group managing director Tarsem Dhaliwal told The Grocer.

“We are investing in infrastructure, distribution network and tech,” he said. “In the past 12 months we’ve replaced our entire IT system with a brand new one, which gives us more flexibility. We’re spending a lot of money on developing a new website which comes online in September for online trading.”

He added: “Our digital programme is going to be dictated from September onwards by the new website.”

Iceland would not provide further details but Kantar Consulting’s VP of research and analytics, Ray Gaul, identified four likely new features based on the existing site’s weaknesses.

They included the ability to “save your favourites to order quickly again next time”, he said. The new site was also likely to add “multiple delivery options” such as click & collect.

Read more: Iceland hires 200th store apprentice in management scheme

It could add “ratings and reviews, allowing shoppers to comment and share information about what they like and why”, according to Gaul.

A fourth opportunity for improvement lay in “features such as videos to explain how to prepare a meal, instructions, recipes and so on”, he said.

“The current version of the website lacks some things that other grocery retailers normally provide,” said Gaul.

“I suspect the new website will focus on adding these four areas and that it will be enhanced for mobile. It will probably also revamp the way they do offers.”

Iceland’s current online offering lacks a shopping app, while analysts note consumers are shifting from websites to mobiles or tablets.

The supermarket currently offers free delivery of in-store purchases over £25 and online orders over £35. The website lets customers select an hour-long delivery slot from as early as the next day.

A ‘my favourites’ section suggests offers with no option to save your own preferred purchases.

Gaul said: “Most grocers allow collection for non-temperature controlled merchandise as a pre-order and collect service. The goal is to save time or even allow someone else to collect for you.

“They do not have any options at the moment beyond shop in store and deliver to home or shop online and deliver to home, so I would expect that to change.”