Waitrose Launches First Ever Mobile Tools

Waitrose has launched its first ever mobile application for the Apple iPhone and mobile website.
The new iPhone app lets users access a wide range of exclusive Waitrose recipes, including those from celebrity chefs Heston Blumenthal and Delia Smith, together with cooking instructions and nutritional information.
It also provides details of the latest in-store special offers, a useful GPS branch finder tool, video cooking guides, and lets users create interactive shopping lists for their chosen recipes and share recipe ingredients with friends through social networking sites.
Other features include tips on food and wine matching, a countdown timer for cooking times, and a kitchen tool that converts grams to ounces and Fahrenheit to Celcius.
The development of the mobile application and site comes in response to the growing popularity of Waitrose.com via mobile devices, particularly the iPhone and iPod Touch handsets.
Nick Marley, head of web selling and online marketing at Waitrose, said: “Our first ever mobile tools will be key in helping us develop an ongoing dialogue with our customers and interact with them in new and exciting ways.”
“We’re confident that iPhone and mobile users will enjoy the easy-to-use functions which will enhance the in-store shopping experience, and that the mobile will become a handy alternative in the kitchen to the traditional recipe book .”
“We’re already looking at expanding on these platforms further in the not so distant future, to include additional features such as online shopping .”