Waitrose moves to win hearts and minds of Ocado customers
Waitrose has launched a new marketing campaign to persuade shoppers to move to its own online shopping website from Ocado.
The supermarket is ending its relationship with Ocado ahead of the latter’s new partnership with Marks & Spencer which launches next month.
Devised in collaboration with creative marketing agencies Adam & Eve and Manning Gottlieb, the company’s campaign to “bring home Ocado shoppers to Waitrose.com” will run across advertising, PR, social media, digital and CRM channels this month.
The campaign aims to raise awareness of the switchover and showcase Waitrose’s online proposition.
Waitrose has seen a surge in demand for online shopping throughout the Covid-19 crisis which has led the company to increase its online delivery slot capacity by around 50% following the opening a new fulfilment centre in Enfield. It has also been expanding its product range.
Martin George, customer director at Waitrose & Partners, said: “Waitrose own label products have historically made up a quarter of Ocado’s grocery sales, so we know a lot of people who use the service love our products, are loyal to our brand and are keen to avoid any disruption. With that in mind, we have focused on retaining and reformulating our customers’ favourite products as well as developing thousands of new ones – all of which are sure to entice them to Waitrose.com.”
