A new food-related online video hub is being launched by Waitrose
later this autumn believed to be the first of its kind by a
retailer.
Waitrose TV features six channels designed to inspire a nation of
cooks. Viewers will be able to view exclusive recipes and receive
cooking tips from experts including Delia Smith, Heston
Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers
and Silvana Franco. The “highlights” channel includes
new videos every week, and there are also channels dedicated to
food, drink, health, ethical sourcing and seasonal events such as
Christmas, with recipes, how-to guides, ideas and
interviews.
Ecommerce functionality has been built in with a “buy
ingredients” button that offers viewers the option to click
though to purchase recipe ingredients or related products online.
They can also view recipes and watch related videos.
“We know that our customers are increasingly viewing video
content online so we wanted to develop Waitrose TV to provide
shoppers with new inspiration and recipe ideas in an engaging
way, We’ve made it really easy for shoppers to buy ingredients
for the recipes they like, so they can cook them at home.”
says Courtney Freedman-Thompson, Waitrose’s digital editor.
Waitrose TV has been designed in conjunction with Red Bee Media,
for smartphones and tablets as well as desktop PCs. Customers
able to share their favourite videos with their friends and
family through Facebook and Twitter.
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