UK supermarket chain Sainsbury’s has launched a new mobile version of its general merchandise transactional website.
Customers will now be able to order online and organise a click & collect purchase of over 15,000 non-food products via their mobile handsets without the complications of navigating a standard website using that medium.
Websites are often tricky to use on mobile and tablet devices and it shows the increasing popularity of m-commerce that the grocer has chosen to tailor its non-food offering for these platforms.
Tanya Lawler, Sainsbury’s Director of Digital & Cross Channel, said: “We know that our customers are increasingly looking to engage with us digitally and this new mobile shopping site is a big step towards Sainsbury’s becoming a true cross channel retailer.”
The supermarket produced its first mobile app in August 2010 allowing shoppers to purchase goods from its core grocery segment, and its various apps for iPhone, Nokia and Android operating systems have now been downloaded over 250,000 times.
Expanding its non-food offering is a fundamental part of Sainsbury’s expansion plans and the retailer claims that some areas of its general merchandise range such as books and home textiles have been growing at over 20 per cent in recent months.
Lawler added: “Customers can now browse a fantastic range of products and shop at their convenience. We are confident that the ability to shop on mobile devices with Sainsbury’s will be a real success with our customers.”
To help boost that side of the business, the grocer hired two new Business Unit Directors for non-food in May.