Sainsburys has launched a multichannel grocery platform, replacing its existing online store in an effort to offer customers a better, smarter and more intuitive shopping experience across store, web, mobile and tablet.

The platform, designed by eCommerce digital agency Salmon, utilises IBM WebSphere Commerce as well as eight additional systems to deliver an enhanced, extended service that Sainsburys hopes will provide customers with a premium shopping experience.

Included in the new functionality is improved navigation, call centre capability, delivery slot booking and data driven merchandising for customers, as well as integration into 225 stores across the UK and a business data repository supporting almost 100 different reports on shopping habits. Smartphone and tablet optimised versions of the site are available for shoppers using mobile technology.

“Much of the work by Salmon has focused on improvements behind the screen to allow us to build new and exciting functionality that will make the shopping experience better, fast and more efficient for our customers,” said Jon Rudoe, digital and technology director at Sainsburys. “Customers can look forward to some exciting new developments on the horizon.

“Its taken Sainsburys 14 years to reach £1bn annual sales online and this new platform gives us the capacity to double this. Salmon has been a key partner in helping us transform our digital offer, managing the overall programme and more than ten third parties. With ongoing support from Salmon, we look forward to achieving this significant milestone.”