Sainsbury’s has launched a mobile website for non-food, which allows customers to search from 15,000 products across home and garden, appliances, technology, toys, games, sport and leisure.
The mobile site follows the launch of Sainsbury’s iPhone app, subsequently introduced for Android and Nokia handsets.
According to Sainsbury’s, the new site displays the information in a much more user friendly way and incorporates the retailer’s Click & Collect service enabling consumers who order before 2pm to collect their goods at the store of their choice the following day.
Click & Collect is available in nearly 500 stores and Sainsbury’s is targeting the service will be available in over 800 stores by Christmas.
Tanya Lawler, Sainsbury’s director of digital & cross channel, said: “We know 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. Customers can now browse a fantastic range of products and shop at their convenience. We are confident the ability to shop on mobile devices with Sainsbury’s will be a real success with our customers.”
Sainsbury’s said it has seen demand for mobile shopping increase since it launched its mobile app in August 2010. According to the retailer its apps for the iPhone, Android and Nokia operating systems have been downloaded over 250,000 times.
Sainsbury’s said the launch of the mobile site comes at a time when its general merchandise offer is playing an increasingly prominent role in its business, with non-food sales growing at around three times that of food. Ranges such as books and home textiles have been growing at over 20%, it said.
In addition to Sainsbury’s mobile shopping site, customers can download Sainsbury’s mobile app to receive personalised offers plus Nectar points on-the-go. Nectar collectors can opt in through the app to receive offers from Sainsbury’s as well as other high street retailers in the scheme.
Users can also find their nearest Sainsbury’s store by taking advantage of the app’s GPS technology. The app is available for free to iPhone, Android and Nokia users.
Sainsbury’s said its goal is to deliver an ever-improving quality shopping experience for its customers – in store, on the web or on-the-go via a mobile device.
“Mobile commerce is a growth market opportunity for the retail industry and we are always looking at ways to better serve our customers and make their lives easier,” the retailer said.
Sainsbury’s said data from mobile trends researchers, comScore Mobilens, show the UK has the highest proportion of smartphone users in Europe at 26.5%; yet 73.5% still use a standard handset. Mobile internet use is on the rise with 16-24 year olds, however, with 44% accessing the internet through their mobiles.