The Objective
Growing Online Customers While Protecting Store Performance
Waitrose set a clear, operationally grounded objective: "Increase new Waitrose.com customers without cannibalising in-store sales".
To grow the online customer base while protecting performance in physical stores, Waitrose introduced a carefully targeted door drop campaign, a strategic move designed to disrupt the status quo and deliver real commercial growth.
The Campaign
Distinctive Creative Built for Impact and Repeat Use
The creative approach was distinctive yet straightforward, a die-cut Waitrose delivery van accompanied by three time-sensitive vouchers worth £40 in total.
This format was designed to stand out at the doorstep and clearly communicate value. Every element of the creative was rigorously tested for clarity and impact to encourage repeat purchases and help build lasting shopping habits with new customers.
The Results
Customer Recruitment Exceeded Target by 287%
The campaign delivered outstanding performance that significantly outstripped expectations: •287% above customer recruitment target •Doordrop ROI of 6.21:1 •The created averaged 32-day stay in-home •Strong repeat customer spend indicating long-term behaviour change.
This was more than a campaign. It was a data-driven, creatively executed growth strategy that delivered real commercial impact without compromising the brand’s physical presence.
The work was recognised with a Gold award at the DMA Awards for Door Drop Delivers for Waitrose.com, following strong commercial results and protected in-store performance.
