Re: UKNM: Iceland turns up the heat

[Tim Hayward]

Tim Hayward is here, just picking up mail while on training course in Boston.


Glad to see comments on Iceland. It was the project I was most proud of at

HHCL.


Although the PR elements of the push to online are not to be ignored, the web

project is just the first phase in a truly multi-channel strategy encompassing

interactive TV, integrated EPOS, micro-targetted DM and a whole rafts of other

hi-tech bits and bobs.


Although it's true that the traditional view of Iceland customers doesn't fit

the stereotype of the wired AB, the company has management which is

simultaneously innovation friendly and proactive (a rare combination). They

also have 95% home delivery coverage of the UK. When we realised that I think

we felt we'd damn near died and gone to heaven.


The Iceland online shopping site is a rare example of a UK retailer being

really ahead of the curve. The internal learning and hard numbers which the

web provide will dynamically affect the other interactive channels. Some of

which (iTV particularly) will be right up the strasse of the burger and

'Pretty King Prawn Ring' brigade. In the interim, some of you Wired types who

aren't totally snobbish about food will begin to realise, as I did, that the

Iceland product range is wide and high quality.


The Iceland project is really 'one to watch'. Particularly when every other UK

supermarket is fucking things up so royally.


Tim


Matt Jones wrote:


> > IMHO it's primarily a PR gag.

>

> iceland have a history of doing a combo of moving for first-mover/getting

> pr/implementation research

>

> is tim haywood here????

>

> jones out xx


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