Waitrose is to launch an online video channel, Waitrose TV, later this autumn.
Waitrose is to launch an online video channel, Waitrose TV, later this autumn. The channel will feature content broken down into six sections including food, drink, health and seasonal events. It will include recipes and cooking tips and feature celebrity chefs such as Delia Smith, Heston Blumenthal and The Fabulous Baker Brothers.
The channel will tap into the ongoing appetite for cookery programmes and increase the grocer’s engagement with its customers. It could also alter the perception of the retailer in its customers’ eyes; it is not just a place to buy food but a place for cookery fans to get inspiration and advice.
Waitrose is using the channel to drive sales too. It will integrate the shopping experience into the channel by enabling customers to click a ‘buy ingredients’ link. Customers will be able to share videos with their social connections via Facebook and Twitter.
Waitrose TV will be available through the Waitrose website.
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