M&K takes Somerfield home

Somerfield is the latest supermarket to enter the home shopping fray, launching a pilot service with branding by M&K.

Under the service, Somerfield’s customers in Chippenham near Swindon can phone in their order and it will be delivered to their home.

It follows hot on the heels of a similar service from Iceland, which currently offers direct shopping at around 70 of its 770 stores. The Iceland service operates under the retail sites’ branding.

“Our research showed shopping is stressful and people feel increasingly out of control. Working mothers are particularly affected,” says M&K account manager Jonathan Slobom.

“The imagery we have created is intended to emphasise what you could be doing instead of shopping, as we are targeting cash-rich, but time-poor consumers,” he adds.

M&K worked with 700-strong Somerfield on strategy and has designed literature, including a 3000-item catalogue, an exhibition stand, posters and direct mail packs. It has also tweaked the existing Somerfield logo.

Sainsbury’s and Tesco are also at an advanced stage of direct shopping pilot services, which can be accessed on-line and by phone. Nucleus Design created the website for Sainsbury’s which is due to be fully implemented later this year.

Somerfield’s pilot scheme will run for six months. If successful, it will initially be rolled out to 60 stores, says Slobom.