Why is Waitrose investing in 'welcome desks'?

Do you of the supermarket as a place to rush around with a trolley, a list, and a fast-dwindling supply of patience? Then you're stuck in the 20th Century. Now they're a 'hub' where you can collect the food you have already bought online: without the fuss of a shopping trip or the expense of delivery.

And Waitrose is so convinced that this is the future of shopping that it is changing its stores - and introducing hotel-style concierge desks.
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