Ocado has struggled to make money, but customers – and our judges – are still fans: it came top in a recent Which? poll of more than 11,000 UK consumers in the online retailing category and “consistently leads the way for online grocery innovation in the UK” for our judges, with its “breadth of range… good shopper interface, great customer contact and ability to engender loyalty”. Consumers also love its Low Price Promise, which offers an automatic price comparison to Tesco.com at checkout. If Ocado doesn’t have lower prices, it supplies a voucher for more than the difference. In addition to its own-label range and the Waitrose Essential line, Ocado is also developing interesting shop-inshop microsites stocking gourmet, religious, diet-related and countryspecific specialist products. While Ocado is now competing with Waitrose – its retail partner and supplier – sales were up 13.9% yearon- year for 2012. And a second CFC in the Midlands means it is “definitely one to watch in the online space”.
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