Waitrose’s successful growth in ecommerce is one of the key reasons for the new concierge-style service, as the new welcome desk will also provide an interface for Waitrose.com customers.
The move comes as Waitrose continues to expand its own Click and Collect service, enabling customers to pick up their online grocery shop in store.
In March, the retailer launched a drive-through collection point in five branches and will trial temperature-controlled self-service lockers for online shoppers at the end of the year. The supermarket already offers a successful service allowing customers to pick up online orders made through John Lewis.
The new welcome desk, which will initially be installed in 100 branches this year before rolling out to all shops in 2014, will be the hub of each supermarket, providing new services such as flower and gift wrapping, and an area for ordering via in-store tablets.
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