Combining smartphones, touchscreens and online videos, Coop’s new web strategy is helping customers answer one of the oldest questions around.
The Norwegian supermarket's solution allows shoppers to pick up recipe tips on their smartphone on the way to the store, then compose an online shopping list to print out when they arrive. Touchscreens mounted around the supermarket enable shoppers to browse for the week's special offers and recipe tips, and when they get home they can learn how to cook the dish from an online video clip.
"Our app, the screens in the shops and our website are all connected. They have the same content but through different templates," says Coop's e-channel manager John Moltubakk.
The company's re-launched website is taking over from traditional marketing channels such as newspaper and TV advertising and the three million mail-shots sent out weekly to Norwegian households.
"We have about 150,000 visitors every week – a lot in Norwegian terms – and that
number is slowly rising," says Moltubakk.
The design of the new website is clean andsimple; a conscious decision given that its purpose is to get shoppers into their local store.
"Before we had a lot of news and company information, which doesn't drive traffic to the stores, " he says. "Now we are focusing more on prices and products – things that encourage people to shop at Coop."
Episerver's MobilePack allows smartphone users to automatically access the mobile version of Coop.no.
"It's great for marketing activities because we only have to present one URL," says Moltubakk.