Waitrose & Partners were looking for a solution to engage and educate customers about the W&P product range. The challenge was how to present this information in a way that's clean, clear and easy to navigate, as well as being useful to customers. By taking a focussed approach, we were able to drive sales in categories of personal customer interest (like wine and whisky) and by doing so reinforce with the customer the knowledge and expertise of the retailer.

Eye to Eye were tasked with creating compelling content that met W&P business objectives. We wanted to showcase the diversity of the W&P offering to new and existing customers.

Eye to Eye created a content marketing campaign covering categories from baking, tea, whisky & beauty. Special content included nominated products which are given an editorial spin. We developed a flexible template which allows us to add extra pages to chapters as required. Drinks-themed editorial pages help fill gaps & offer readers the chance to improve their knowledge.

By working collaboratively with W&P we delivered: 45 publications, including 26 Weekend specials, 1,640 editorial pages, subjects ranged from babies, vegan, eco and beauty to gardening, cocktails and coffee. "I think the Entertaining brochure is absolutely outstanding. It is quite simply the best Entertaining brochure I have ever seen from any retailer. The photography is stunning and combines perfectly with the evocative product descriptions to persuade our Customers that Waitrose is the perfect choice for Christmas." W&P Marketing Director - Martin George

A clear content marketing strategy has enabled W&P to: Enhance the quality of the offering in the eyes of the customer. Build a deeper relationship with customers on areas of specific or seasonal interest. Be seen as the expert in the eyes of the customers by imparting useful and engaging information, thus creating a deeper connection with the customer. Enhance W&Ps' positioning in the retail sector as a high end quality retailer.