Whittard of Chelsea brews web site revamp

Retailer invests in multichannel approach to woo customers

Whittards hopes that a multichannel approach will improve customer experience

Tea and coffee retailer Whittard of Chelsea has relaunched its web site to address customers' needs for a multichannel online experience.

The new web site aims to enhance shopping with new features such as editorial content with videos, guides, articles, images and a blog from the company’s tea and coffee buyer.

At the back-end, the web site overhaul includes improved account facilities for product reordering, and the ability to send deliveries to multiple addresses within a single order. Payment security has also been enhanced.

Whittard is also analysing shopping habits and will use the results of its research in the development of personalised landing pages.

Heidi Thompson, head of home shopping at Whittard of Chelsea, said: "Our site has been designed around our customers' shopping habits and needs. Improved search facilities, one-click ordering, address and payment card management and enhanced discount functionality, ensure our customers benefit from a quicker, more enjoyable online shopping experience.

"Our online buying guides, videos and tea blending service give our customer as much advice as they would receive if they visited one of our stores."