Frozen food retailer Iceland will be setting a precedent today, as it announces its plans to establish a home shopping service which enables consumers to order food through ISeeTV. The trial, in which 100,000 consumers will take part, will begin during the next two months.This technology has been developed in Hampshire by Media Logic, which has invested £5m over the last four years in enabling people to see each other through a normal television screen. The company anticipates that licensing revenue will reach £60m by 2002. The scheme, also used by the travel operator First Choice, requires a telephone, a TV and a cable connection. Manufacturers believe the package is very user-friendly and hope to reduce the number of mid-transaction dropouts that typify Internet sales.This announcement comes just three months after compatriot food retailer Somerfield abandoned its home shopping business because it was making such heavy losses, but Iceland bosses have faith in their system. The Director of Home Services, John Grey, explained that the Iceland scheme was breaking even because it used products taken directly from the shelves, not from standalone depots: "Somerfield didn't get the volume because they were playing catch-up. We were the first to go national on the Internet." It is through e-commerce that Iceland has augmented its market share, which has been limited because the chain controls only 750 small outlets.
UK: Iceland comes face to face with shoppers, using ISeeTV
Get full access to all content, just $1 for 30 days

just-food gives you the widest food market coverage.
But only paid just-food members have full, unlimited access to all our exclusive content - including 21 years of archives.
Try just-food for 30 days and get the research report; ‘Is sugar the next tobacco’ for free!
Dean Best, editor of just-food
Do you get our newsletters? If yes, log in to your account to access your FREE READS. Don't know your password? That's cool - you can reset it here.
Most Popular
Insights
- The UK snack-bar market during Covid-19
- Where is UK snack-bar market headed?
- Candle left burning on Danone trajectory
- China becomes Nestle's problem child
- Will Danone 2021 predictions placate critics?
News
- Danone makes change at top amid investor pressure
- 'Pressure mounts over Danone executive selections'
- Former Premier Foods CEO enters new role
- Second activist speaks out on Danone exec changes
- Danone moves to sell stake in Chinese dairy firm
Market research
- Meal Kits (Prepared Meals) Market in the United Kingdom - Outlook to 2023: Market Size, Growth and Forecast Analytics
- Bangladesh In-depth PEST Insights
- Condiment Sauces (Seasonings, Dressings & Sauces) Market in Germany - Outlook to 2023: Market Size, Growth and Forecast Analytics
- Greece In-depth PESTLE Insights
- United Arab Emirates In-depth PESTLE Insights
Oops! This article is copy protected.
Why can’t I copy the text on this page?
The ability to copy articles is specially reserved for people who are part of a group membership.
How do I become a group member?
To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..
