Brann has picked up the entire business for Sainsbury’s new
nationwide home shopping service, the first service of its kind to be
offered by one of the big four supermarkets.
The agency has created a sub-brand called Orderline, and will also
handle direct mail communication to customers, the in-store branding,
and a new Website, designed in conjunction with IBM. Brann will also
help implement the scheme, including handling telephone orders and
enquiries through its own call centre in Bristol.
Orderline can be accessed by phone, fax or the Internet, and asks the
customer to assist in building up a personal catalogue, rather than use
the more cumbersome alternative of Sainsbury’s sending out a catalogue
of every single product available nationally.
The catalogue will be filled initially during a shopping trip by the
customer, during which he or she would scan every item likely to be
purchased at some stage in the future.
A bespoke catalogue is then produced which can be accessed through the
Internet, by the telephone or through a hard copy sent to the customer
Customers have been targeted initially through the Sainsbury’s
Reward Card database, although it is hoped customers from rival
supermarkets will also join the scheme.
Orderline was trialled in the Kenton store near Watford under the name
’Order and Collect’, and will now roll out across 32 larger stores
covering Britain’s big cities in the next six months.
Of the other three major supermarkets, Tesco also has a home shopping
service, though this is limited to Greater London and Leeds, and is
Outside the big four, Iceland has a nationwide home-delivery scheme in
place, but the customer still has to visit the store to buy the
Under the Sainsbury’s scheme, customers can have goods delivered to
their doors for a pounds 5 fee, or for pounds 3.50 the goods will be
packed and ready for collection at the store.
Although Sainsbury’s has declined to disclose its investment in the
scheme, analysts have suggested that it would cost about pounds 5
million to implement.
Paul Kitcatt, the managing director of Brann in London, was unavailable
for comment as Campaign went to press.