Rating: Never mind the app, the browsing experience is optimised
To further entice mobile phone users to shop online, leading UK supermarket chain, Sainsbury’s has announced that it has introduced a mobile-aware version of its general merchandise (GM) shopping website www.sainsburys.co.uk. The company didn’t specify exactly whose technology it has deployed but from now onwards when you access the standard web site, it now recognises when you’re visiting using a mobile phone’s browser and consequently will display the page in a more mobile friendly manner. This means that handset owners can shop or browse through 15,000 products including those from many top brands such as Le Creuset. This news doesn’t mean that Sainsbury’s dedicated mobile apps have been unsuccessful. Indeed, the opposite is true with some over 250,000 downloads since they first appeared back in August 2010.
Sainsbury’s offers mobile shopping apps for iPhone, Android and Nokia mobile OS’s. Try looking for the ‘Sainsbury’s loyalty management’ app inside the app stores.
GoMo News guesses that this move is a reaction to research the company has been doing into the growing importance of the mobile sector. For example, it quotes research from comScore MobiLens.
The research shows that mobile web use is clearly on the rise amongst 16-24 year olds – with 44 per cent accessing the internet through their mobiles.
Sainsbury’s has also discovered that the UK has the highest proportion of smartphone users in Europe at 26.5 per cent. Yet 73.5 per cent still use a standard handset.
“We know that our customers are increasingly looking to engage with us digitally and this new mobile shopping site is a big step towards Sainsbury’s becoming a true cross channel retailer,” commented Tanya Lawler, Sainsbury’s director of digital & cross channel.
The launch of the mobile site comes at a time when Sainsbury’s general merchandise offer is playing an increasingly prominent role in its business, with non-food sales growing at around three times that of food.
In fact, some parts of its general merchandise range – such as books and home textiles – have been growing at over 20 per cent. Going mobile will hopefully keep up this momentum.
Sainsbury’s app is available for free to iPhone, Android and Nokia handset users. For example, it takes advantage of the handset’s GPS capabilities so users can also easily locate their nearest Sainsbury’s store.
Those who collector Nectar loyalty bonus points can simply opt in through the app to receive personalised offers from Sainsbury’s – as well as many other high street retailers who support Nectar.
The app also enables Sainsbury’s users to receive exclusive, personalised offers.