Following the success of a trial, Waitrose is rolling out a subscription service for grocery deliveries.
The new ‘Waitrose Delivery Pass’ gives customers with an online grocery account the option to pay upfront for their chosen subscription period and book up to one grocery delivery slot per day at no additional cost.
An individual delivery booked without a pass costs between £2 and £4, depending on the type of slot. A one-month pass costs £8, a six-month pass costs £45, and an annual pass costs £85. Waitrose estimates that the annual pass will save a customer booking one £4 delivery per week up to £123 per year.
The pass will also give customers early access to sought-after Waitrose Christmas delivery slots, which go live in September.
Laura Burbedge, director of Waitrose Online, commented: “We’re investing in our online business to continuously improve it, giving our customers even greater value and the best possible experience. Thousands of customers signed up for Delivery Passes through our trial, so we expect to see strong demand across the UK as we roll it out.”
The initiative is part of Waitrose’s digital growth push. Last month, the supermarket introduced offers available to its loyalty scheme members on the Uber Eats platform.
NAM Implications:
- Savvy customers will run the numbers and optimise the deal.
- Non-users may be tempted to try.
- All told, extra appeal to online participation…
