Driving grocery sales for a much loved institution

Let's face it. Everyone loves Waitrose. We enjoyed working with the supermarket giant to build out their paid search strategy to support brand awareness and local store activity.

Back in the day, when Wallace Waite, Arthur Rose and David Taylor opened their first small grocery shop at 263 Acton Hill, West London in 1904, little did they know that within a century the company was to become one of the country's leading food retailers with over 300 stores.

Waitrose are dedicated to offering quality, value and customer service. They aim to combine the convenience of a supermarket with the expertise and service of a specialist shop with a price commitment to ensure customers always get good value for money.

The brief 

The Waitrose brief to Jellyfish was to drive online customer grocery purchase as well as use paid search to support both brand and local store activity.
New customers, of course, were key, as were ensuring any search campaign represented the Waitrose brand values.

 

The solution

Jellyfish split the PPC account to allow effective desktop, tablet and mobile targeting and developed campaigns around keyword groups relevant to all stages of the research and purchase cycle.

Local search and geo-targeting also played a significant role. Working closely with Google, Jellyfish ensured Waitrose stayed at the forefront of Google search innovation with Waitrose regularly being included on search beta tests to enhance performance.

Jellyfish also worked closely with the Waitrose internal analytics team to ensure Omniture provided the data and reporting needed to provide clear tracking of new and existing customer sales.

collage of tasty food
447%increase in sales YoY
4%increase in budget
1happy client
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