Sainsbury's new website

Sainsbury’s has delivered a major online revamp with what it described as an “omni-channel” approach to make its total online presence similar in appearance.

It has optimised the Sainsbury’ homepage to make the shopping and browsing experience easier on all devices from personal computer to tablet.

The responsive revamp is designed to ensure that whatever device a customer uses, the website will recognise the device and reshape itself accordingly.

“Sainsbury’s is in the process of designing a new digital experience for customers across all of our media channels,” said a spokeswoman.

“This has involved extensive work to build a set of digital guidelines which take into account how our customers explore, search and navigate around our website.”

The first phase of this work had begun with a “refresh” of the homepage.

“There is also a stronger emphasis on the broader services available to customers including Tu, entertainment, banking, mobile and energy, the spokeswoman said.

The homepage was further supported by a content management system that let the marketing team add specific campaign information running in store or other key marketing initiatives such as ‘Get Summer Sorted’.