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Iceland goes mobile-first as it launches revamped website

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Frozen food vendor Iceland has rolled out a revamped website designed to be mobile first and to offer a speedier and easier to use experience across all channels.

The site has been totally revamped back and front-end to be both speedier to download and navigate as well as easier to use for the shopper. Laid out in a new clear way and optimised to give the best experience on mobile, the site has added pop-ups that help speed up searches, easier access to frequently purchased items and a simplified delivery booking system.

The revamped site was due to be launched in September, but has been postponed on several occasions due to technical issues. It went live late last week.

The move comes as part of Iceland’s continued focus on online grocery. Last year it was the fastest growing online grocer in the UK, with more than 30,000 new customer registrations a week over Christmas, taking its database to more than 3 million customers.

Back in June 2018it announced that its online strategy was to be a mobile-first one after revenue from mobile devices overtook that from desktops in January 2018.

The company is also looking overseas for expansion, forming a new partnership with last year to sell Iceland-branded goods online in China. International sales are also growing through new stores in the Republic of Ireland, the Czech Republic and, through a franchise partnership for Scandinavia, in Norway.

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