Woolies' online shopping cart push

James McGrath
By James McGrath | 13 January 2015

The integration between food publications and supermarkets continues, with Woolworths unveiling a tablet edition of its free Fresh magazine.

The app will give readers the ability to add ingredients to Woolworths online shopping cart from the app.

The physical copies are read by about 3.2 million Australians per month according to Enhanced Media Metrics Australia (emma) data, making it Australia's most read magazine.

However, with the tablet edition, at the touch of a button readers can add the ingredients the want from a recipe they've been reading straight to an online shopping cart.

The physical copies are picked up in stores and then taken home to be read later, with customers having to make a return journey to the store or going onto the Woolworths site to order ingredients.

However with the in-app ordering now available, the gap between inspiration for purchasing and actual purchasing is narrowed.

The new app will also feature social sharing functions, allowing recipes to be shared on social networks, amplifying the reach of the magazine.

The Fresh magazine is published by News Life Media's client publishing division, News Custom Content.

News Life Media also publishes taste.com.au, which added cart functionality for the site back in December..

For more news:

Coles' online cart push

ACCC investigates Woolies over supplier allegations

Woolworths CMO: Data is the emperor's new clothes

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