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New Sainsbury's website has mobile focus

UK supermarket Sainsbury's rolled out its new look groceries website with particular attention paid to how it functions on mobile devices, according to the retailer's new digital and technology director Jon Rudoe.

Having started the roll-out of its new site, county-by-county, last September, the business completed the launch process at the end of March – and Rudoe said that the portal has been well-received by its customers to date.

"My team and I have paid particular attention to making sure the new site works well on tablet and mobile devices," he explained on the Sainsbury's blog.

"Much of our work has focused on improvements 'behind the screen', the new platform will allow us to build new functionality in the future that will make the shopping experience better, faster and more efficient for our customers and allow us to grow our online grocery sales."

Rudoe listed his four favourite features of the new site, as follows:

Enhanced navigation: The site has added 'favourites', 'special offers', 'new products' and 'top brands' as search options, helping personalise their eCommerce experience.

Improved recipes: The various recipes are accompanied with a button that allows customers to add ingredients straight to their online shopping basket.

'My Usuals' has become 'Favourites': Sainsbury's says that it will update the items customers usually buy in-store much quicker than before.

Inspiring ideas: The new site offers customers product ideas for special occasions, tips, interactive articles and more in-depth information.

Sainsbury's has also introduced the Online Delivery Pass, which more than 10,000 customers have already taken up. The feature gives people the opportunity to pay a one-off fee for an 'Anytime' or 'Midweek Delivery Pass', which allows them to save money on grocery delivery charges in the long run.

Rudoe was recently appointed to Sainsbury's operating board as digital & technology director, having led the grocer's digital strategy over the last 12 months. During that time he oversaw the development of click & collect, digital entertainments and the Mobile Scan and Go service.

The new role will combine these digital responsibilities with leadership of the IT function, following last month's departure of IT director Rob Fraser.

On assuming the role, Rudoe said he was looking forward to taking the retailer's digital engagement to "the next level" and said Sainsbury's is placing growing importance on technology and digital sales channels.

He commented: "Technology is a key part of our future vision, right across the customer experience and as a vital tool for our 157,000 colleagues, and I want to put it at the heart of everything we do to serve our customers."