UK grocery chain Waitrose is hoping to enhance the customers experience by investing in a multi-million pound program, which includes the introduction of a concierge-style welcome desk in stores. A range of personalized services will be offered there, including online ordering, gift wrapping and dry cleaning.

The role of the physical supermarket has changed and Waitrose stores are becoming hubs for ordering and collection. The welcome desk will be installed in one hundred branches this year before rolling out to all stores in 2014.

The desk will feature tablets providing customers access to Waitrose and John Lewis websites. They will be able to complete online transactions with or without Partner assistance. A flower and gift wrapping service will be offered to allow customers to personalize their purchase. A trial of dry cleaning services will also take place in several branches this year. Mark Price, managing director of Waitrose, said:

“Waitrose has a long established reputation for offering outstanding service and we know it’s one of the reasons our customers love shopping with us. The new welcome desks will allow us to respond to changing shopping habits as our supermarkets are increasingly used as a destination to collect online orders. By offering these new branch hubs, we will enhance the customer experience even further by providing greater convenience and even more personalised services.”

Via PFSK