Magazine article Marketing

Marketing Mole: We'll Call You - Waitrose

Magazine article Marketing

Marketing Mole: We'll Call You - Waitrose

Article excerpt

Being cursed with poor eyesight, Mole much prefers to shop in smaller venues, so news about the launch of Waitrose convenience stores grabbed our attention.

Waitrose: Good afternoon, Waitrose customer service, (gives name), how can I help?

Mktg: I was just reading about the launch of a load of smaller Waitrose stores, is it Little Waitrose?

Waitrose: Convenience stores, yes.

Mktg: I live in south London and I know there are some big stores in the area, but I was wondering whether Waitrose might be opening a smaller one here.

Waitrose: Right, OK. Let's have a look, give me a moment (line goes quiet for a few seconds). Right, I'll read through all the branches: Tottenham Court Road, Wimbledon Hill, High Holborn, Alderley Edge, Bampton, Chester, Poundbury, Jesmond and King's Hill.

Mktg: So they're opening all over the country, not just in London?

Waitrose: Yeah, all over the country.

Mktg: So it's just the three in London then?

Waitrose: Yes, Tottenham Court Road, Wimbledon Hill, High Holborn. I don't know, do the others ring any bells?

Mktg: What's going to be the difference with the smaller stores?

Waitrose: It will be more essential products, bread, milk, and so on. …

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