Diametric has been appointed by the Woolworths Multi-Channel Retail (MCR) team to develop shopper insight and understanding as the chain expands its MCR offering across its 803 stores.

In early August 2006, the High Street household name launched further extensions to its multi-channel capability which enables customers to order products in store from a new catalogue range, as well as 'pick up' of products after ordering from the Woolworths website.

The strategy is central to Chief Executive Trevor Bish-Jones' vision for the chain and it enables Woolworths to offer a vast range of products (250, 000 plus) to shoppers - wherever they choose to interact with the brand.

With the help of Diametric, Woolworths aims to increase both the level of their customer understanding and their insights around 'early adopters' of the new service.

Bob Willmott, Director at Diametric Consulting, said:

"Woolworths is at the cutting edge of making MCR a mainstream reality for the six milion shoppers to the chain each week. This opportunity adds to our expertise in this multi-channel area and builds on the work we have done with The National Lottery, STA Travel and National Magazines."