The Objective
As a challenger brand, the primary objective was to acquire high-quality new customers who would not only redeem an initial voucher but also remain loyal over time.
Ocado aimed to attract larger volumes of new customers in areas of low existing penetration, while also filling gaps where Ocado was well represented without cannibalising existing customers.
The Campaign
In-depth geodemographic segmentation revealed two critical insights: 1.Loyal ‘sticky customers’ shared traits that can be mapped into lookalike audiences and scaled. 2.Retention depended on excluding one-off voucher users.
This informed the decision to concentrate door drops in fallow areas rich in target profiles.
The media solution was an integrated campaign that avoided areas with a high penetration of existing shoppers, for door drop efficiency, and introduced PAM to extend our reach into areas with high penetration, where it would be inefficient to use door drop. A carefully planned media schedule allowed each channel to play to its strength.
The Results
•Doordrop ROI was 3:1, the highest ever for Ocado.
•27% of customers completed five shops.
•Response rate for partially addressed mail was 0.319%.
•Achieved double the customer acquisition target.
•First-order response exceeded target by 20%
•Predicted first-year LTV rose 26%.
Whistl has been a fantastic strategic media partner, helping us to deliver joy in every shop.The team understands the balance between creative reach and operational precision when acquiring new customers.A delight to work with and a true extension of our in-house marketing team.
Lottie Hippisley, Brand & Partnerships Marketing Manager
Ocado Retail