Taste continues Coles partnership, launches Recipe to Cart

By AdNews | 8 December 2014
Taste.com and Coles hope to turn content browsing into purchases.

NewsLifeMedia's Taste.com.au is continuing its multi-million dollar partnership with Coles, launching Recipe to Cart, which allows users to shop from the recipe site directly with Coles online.

Users can shop the ingredients from Taste.com.au's 40 000 recipes and add them straight to their Coles online shopping trolley and have the ingredients delivered directly to their door.

NewsLifeMedia CEO Nicole Sheffield said: “Taste.com.au is the hub of the digital kitchen and the site is all about adding value to consumers lives through our triple tested recipes, which never let them down. Users will now get even more value from the site with recipe to cart and the seasonal menu planner. It means that we can now truly deliver an end-to-end solution from recipe inspiration to the kitchen, completing the ability to plan, shop, cook and share with Taste.com.au.

“We are moving in to the second year of our multi-million dollar digital partnership with Coles and through continued digital innovation we are delivering an experience never before seen in Australia and driving more value and convenience than ever to our consumers’ shopping baskets.”

The Recipe to Cart project included addressing a multitude of data, configuration, implementation and testing – both platform and user.

Design, development, testing and implementation across desktop and mobile sites for ingredient listings to output from recipe to shopping list to Coles online were all completed in-house by the Taste.com.au product team.

Director of Taste.com.au Prue Cox said: “We have over 825,000 Taste.com.au members and they are a wonderfully vocal community. They have been crying out for the ability to shop directly from Taste.com.au and I’m so pleased that we are delivering this functionality for them. There are over 100,000 existing Taste.com.au member shopping lists already set up which we have migrated to the new look multiple recipe shopping list to enable a full weekly shop with the press of a button straight to their homes.”

Data matching of more than 5,500 Taste recipe ingredients were also dynamically matched to Coles product ranging nationally.

According to readership metric Emma, the Taste brand reaches 6,277,000 people* per month across the website, magazine and newspaper lift-outs making it the largest lifestyle brand in the country.

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