How Ocado Fosters Loyalty at Every Stage of the Customer Journey with Personalization
See how the world’s largest online grocery store created meaningful impact with testing to drive customer engagement at every stage, resulting in a +13.5% uplift in subscriptions.
uplift in add-to-cart rate by testing a more prominent placement of buy-in-bulk offers on the product listing page
uplift in conversion rate powered by multi-buy recommendations at check-out
increase in subscription sign-ups for Smart Pass with a promotional banner displayed to repeat shoppers
Introduction
Ocado is one of the world’s largest online supermarkets, delivering groceries to about 80% of the UK. With nearly one million active users as the UK’s first rapid-delivery service operating out of seven distribution centers, it believes that innovation is the key to creating a swift, seamless shopping experience for customers.
To optimize the customer journey and drive loyalty, Ocado partnered with Conversio, a data-led optimization agency and a long-time partner of Dynamic Yield. In eighteen months, Conversio has worked with Ocado to implement, strategize, and deliver its first personalization program to encourage customers through the funnel, from the first shop to loyal subscribers. Their data-driven strategy tests small website changes to determine the most effective experience and offers for every customer journey stage.
Ocado and Conversio have proved that strategic, continuous personalization yields significant results and incremental uplifts for core business KPIs, including a +13.5% increase in subscriptions to Smart Pass, Ocado’s delivery membership program.
Personalization is about getting to the heart of those critical customer segments and giving them a message that resonates with them the best at that time. This concept has become a reality with Dynamic Yield’s market-leading personalization AI and scalable operating system that offers ease of use and flexibility.
Matthew Wilson, Digital Development Manager at Ocado Retail
Working with Ocado has been an incredible experience, especially seeing the positive shifts in customer behaviour that we’ve been able to achieve through our experimentation and personalisation efforts. At Conversio, we value the power of research and data-driven insights, which, combined with the capabilities of our partner Dynamic Yield, have allowed us to deliver exceptional customer experiences at exactly the right time.
Paul Wilkins, Co-founder & Director of Strategy at Conversio
The Challenge
Ocado knows better than anyone that grocery shopping is, well, kind of a chore. That means an easy, empathetic, and time-saving shopping experience isn’t just nice to provide — it’s essential for creating repeat business. When evaluating its customer lifecycle, Ocado realized three main groups of shoppers reflect key stages of their customer journey:
- First-time shoppers
- Fifth-time and up shoppers
- Smart Pass subscription shoppers
Through testing and personalization, Ocado’s goal was to identify critical site changes that optimize the experience for each of these groups, creating more effortless and meaningful shopping experiences. The company hypothesized that this would drive loyalty over time and increase Smart Pass subscriptions.
Execution
Identifying first-time shoppers and streamlining their product discovery
Ocado knows that a customer’s first shopping experience is likely the longest and most challenging. But rather than try to simplify the experience too early—after all, at this stage, it is impossible to know what types of products a customer truly prefers—Ocado’s goal is to demonstrate the impressive breadth of products they offer. Ocado has a product catalog totaling over 50,000 ever-changing items, and they have realized that this is critical information for first-time shoppers.
Therefore, the total product listing page for shoppers needs to be updated, allowing new customers to freely browse all available products and build a cart before they are asked to create a mandatory account.
A first-time shopper sees the above homepage experience. They are able to browse all products and build a cart before creating a mandatory account. A promotional offer for first orders appears in the top banner, with the personalized amount displayed at the cart.
For first-time visitors, the Ocado product listing page looks like the above, showcasing a wide range of products and promoting an exclusive first-time discount banner at the top of the page. Personalized messaging in the cart shows the visitor the amount of money saved based on the current cart total.
Notice that this experience is mostly unguided, allowing first-time shoppers to fully explore the product catalog. This experience yielded a +5.7% uplift in the add to cart rate.
Personalizing the checkout flow for first-time shoppers versus returning shoppers
Ocado hypothesized that while returning shoppers might be amenable to reminders, flash discounts, and exclusive offers before finalizing their cart, new shoppers might prefer a cleaner and less distracting checkout experience. During the checkout flow, returning users see a “Before you go page” before they proceed to payment. Ocado wanted to test a if a cleaner experience would perform better for first-time shoppers. They removed the “Before you go” page, like so:
Here, Ocado’s flash sales on select products appeared in one convenient page right before the shopper proceeded to check out. This experience appeared only to returning visitors.
In this version, first-time shoppers proceeded directly to the website’s basket checkout page without diverting to a separate exclusive offer page.
When the “Before you go” page was hidden for first-time shoppers, Ocado saw a +1.4% uplift in conversion rates, proving their hypothesis that customers prefer fewer distractions when placing their very first order.
Encouraging shoppers to reach the fifth purchase with personalized exclusive offers
By looking at returning shopper data, Ocado realized that a key milestone in the customer journey is the fifth-time purchase. Shoppers who complete five orders with Ocado are much more likely to give long-term repeat business, and they are strong candidates for conversion to Ocado’s subscription service, Smart Pass.
Ocado is using Dynamic Yield to segment customers who have completed more than one order but less than five. This group is shown tailored messaging and exclusive offers based on their history, with the goal to incentivize them to complete their fifth shopping trip.
The experience contains an element of gamification in order to make grocery shopping feel more fun. Ocado displays a marker to indicate the customer’s progress towards the goal, tailored by the individual’s history, as shown here:
This returning shopper has completed one online order, as indicated by the personalized tracker that shows how many purchases are left to receive a reward.
This returning shopper is eligible to redeem their rewards with the completion of this trip, as indicated by the accompanying CTA showing a free tote bag.
Additionally, Ocado further segments this group to display final incentivizing offers to shoppers who have already completed four trips. This sub-group is shown exclusive rewards that can be unlocked with their fifth purchase. The concept was inspired by the coffee shop “loyalty punch card” — only in this case, Ocado offers gifts such as free tote bags or chocolate.
Dynamic Yield’s AI-powered targeting allows experiences like this one to be shown to the right group of people at precisely the right time. Here, customers who have completed less than five shopping trips are educated on the unique rewards that come from completing their fifth purchase.
By displaying the progress marker and educational pop-ups to customers between their first and fifth purchase, Ocado intends to convert more shoppers to this fifth-time milestone.
Educating loyal shoppers to increase Smart Pass subscription rates
Once a customer has completed repeat trips, it makes sense to show them the benefits of Smart Pass, Ocado’s subscription service that offers free delivery and exclusive prices. Smart Pass subscribers are more likely to become true brand advocates and incorporate Ocado into their routines, so Ocado deployed site experiences to educate customers on the benefits and raise awareness of the program.
Smart Pass customer experience
Non-Smart Pass customer experience
See above, the difference in the homepage experience for a returning customer who is not subscribed to Smart Pass, versus an existing Smart Pass subscriber.
With a simple overlay message to promote the subscription service to non-Smart Pass customers with five or more completed shopping trips, Ocado achieved a significant +13.5% increase in subscription rate.
With this particular success, the Ocado team is eager to ramp up their tactics and build out additional targeted experiences for more nuanced customer segments, testing personalized messaging relevant to these groups. The Smart Pass experience is a win-win for both customers and the business, as it offers long-term advocacy benefits while genuinely saving customers money.
In the future, a bigger emphasis on the brand and the individual
With the successful optimization of the key customer funnel stages under its belt, Ocado wants to focus next on better understanding individual customer behaviors to create even more seamless experiences centered around brand interaction.
One example, and one of the company’s newest tests, is the rearrangement of the product listing page to target regular shoppers with “multi-buy” product recommendations, displaying products that qualify for particular savings if purchased in bulk. The Ocado team realized that a customer pain point is the visibility of its cost-saving offers, so they ran a placement test to increase that visibility.
In the control, products that qualify for a “multi-buy” promotion if bought in bulk appear in the same line with other products. In the test, these products appear in their own row to create more visibility.
When showing the variation, customers were 55% more likely to add the recommended items to their basket, which in turn yielded a +6.7% uplift in conversion rate.
The team started with a customer insight, came up with a simple solution, validated their hypothesis, and now plans to iterate on the test to further improve the user experience. Working with Conversio, Ocado plans to embrace this data-driven process over the next year to test many more areas and experiences on the site, drilling down in particular on important brand interaction moments such as booking a delivery slot and creating a new account.
The Key Takeaway
In order to improve customer retention and create a better shopping experience, Ocado identified these three insights:
First, it is important to understand customer data beyond the initial purchase. For example, Ocado realized that the fifth-time purchase was more important than the first shopping experience. Once these key insights and areas are identified, the team can feel empowered to test and provide more value that resonates with their audience group.
Second, complexity doesn’t necessarily mean “better.” A simple tweak on the website can be incredibly impactful to the customer experience, and sometimes less is more — such as the case of removing promotional offers for first-time shoppers in the checkout process. Overcomplication can sometimes create more confusion and dissatisfaction, so simplification is key to reach customer needs as quickly as possible.
Finally, creativity is key to maintaining customers’ engagement and attention while keeping their grocery shopping experience as effortless as possible. This involves breaking down shopping experiences into smaller brand interactions, iterating on existing experiences, and changing customer perceptions of the brand.
By focusing on these key takeaways, businesses can create a customer experience that stands out in a crowded market, increase customer loyalty and retention, and ultimately drive growth.
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item 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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" href="https://www.dynamicyield.com/case-studies/ocado/">English</a></li><li><a href="https://www.dynamicyield.com/es/">Español</a></li><li><a href="https://www.dynamicyield.com/de/">Deutsch</a></li><li><a href="https://www.dynamicyield.com/fr/">Français</a></li><li><a href="https://www.dynamicyield.com/ja/">日本語</a></li></ul></li></li></ul></div> <a class="pulse-button v5 pulsed nav_btn" href="/request-demo/"> <span class="button-inner"> Talk to sales </span> </a> <a href="" class="nav-trigger"> Open Nav <span class="nav-trigger-box"><span class="nav-trigger-inner"></span></span> </a></div></div></header><div id="top-nav-backdrop"></div><div id="et-main-area"><div data-elementor-type="wp-page" data-elementor-id="193434" class="elementor elementor-193434" data-elementor-settings="[]"><div class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-6228a67 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6228a67" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-97f67ff elementor-column elementor-col-100 elementor-top-column" data-id="97f67ff" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-288a65b elementor-widget elementor-widget-text-editor" data-id="288a65b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4c7fd45 case_study_page_header padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="4c7fd45" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-656e3ec elementor-column elementor-col-100 elementor-top-column" data-id="656e3ec" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-0f6f924 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="0f6f924" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-be8555a page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="be8555a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a5e55a2 case_study_header_title lamoda elementor-widget elementor-widget-heading" data-id="a5e55a2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">How Ocado Fosters Loyalty at Every Stage of the Customer Journey with Personalization</h1></div></div><div class="elementor-element elementor-element-22b6667 case_study_header_text elementor-widget elementor-widget-text-editor" data-id="22b6667" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">See how the world’s largest online grocery store created meaningful impact with testing to drive customer engagement at every stage, resulting in a +13.5% uplift in subscriptions.</div></div></div><div class="elementor-element elementor-element-f77eace download_the_pdf elementor-widget elementor-widget-html" data-id="f77eace" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/ocado-case-study/"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-c971503 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="c971503" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ef9e51a elementor-widget elementor-widget-html" data-id="ef9e51a" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="/wp-content/uploads/2023/04/ocado_case_study_header.jpg" alt="Ocado case study header image" class="ATF" width="394" height="397"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-667890d elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="667890d" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-9afb665 elementor-column elementor-col-100 elementor-top-column" data-id="9afb665" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ccc45c6 elementor-widget elementor-widget-shortcode" data-id="ccc45c6" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/grocery"
title="Grocery"
target="_blank">Grocery</a></div></div><div class="cs-cap-col"><div class="cs-ind-cap-heading">Capability Used</div><div> <a href="https://www.dynamicyield.com/recommend/"
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title="Target"
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class="elementor-row"><div class="elementor-element elementor-element-e951eea elementor-column elementor-col-33 elementor-inner-column" data-id="e951eea" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3248cb4 statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="3248cb4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+55%</div></div></div><div class="elementor-element elementor-element-6f5f956 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="6f5f956" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><strong>uplift in add-to-cart rate</strong> by testing a more prominent placement of buy-in-bulk offers on the product listing page</p></div></div></div></div></div></div><div class="elementor-element elementor-element-0293ccb elementor-column elementor-col-33 elementor-inner-column" data-id="0293ccb" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-9e4dfbe statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="9e4dfbe" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+6.7%</div></div></div><div class="elementor-element elementor-element-c7f71ad statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="c7f71ad" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><strong>uplift in conversion rate</strong> powered by multi-buy recommendations at check-out</p></div></div></div></div></div></div><div class="elementor-element elementor-element-9016934 elementor-column elementor-col-33 elementor-inner-column" data-id="9016934" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3f6166d statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="3f6166d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+13.5%</div></div></div><div class="elementor-element elementor-element-adb1c80 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="adb1c80" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><strong>increase in subscription sign-ups</strong> for Smart Pass with a promotional banner displayed to repeat shoppers</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-211895d case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="211895d" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-c789325 elementor-column elementor-col-100 elementor-top-column" data-id="c789325" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-1218cde elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="1218cde" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-817ae4a elementor-column elementor-col-100 elementor-inner-column" data-id="817ae4a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e7cae0e introduction_section_title elementor-widget elementor-widget-heading" data-id="e7cae0e" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-2235928 introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="2235928" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><a href="https://www.ocado.com/webshop/startWebshop.do" target="_blank">Ocado</a> is one of the world’s largest online supermarkets, delivering groceries to about 80% of the UK. With nearly one million active users as the UK’s first rapid-delivery service operating out of seven distribution centers, it believes that innovation is the key to creating a swift, seamless shopping experience for customers.</p><p>To optimize the customer journey and drive loyalty, Ocado partnered with <a href="https://conversio.com/" target="_blank">Conversio</a>, a data-led optimization agency and a long-time partner of Dynamic Yield. In eighteen months, Conversio has worked with Ocado to implement, strategize, and deliver its first personalization program to encourage customers through the funnel, from the first shop to loyal subscribers. Their data-driven strategy tests small website changes to determine the most effective experience and offers for every customer journey stage.</p><p>Ocado and Conversio have proved that strategic, continuous personalization yields significant results and incremental uplifts for core business KPIs, including a <strong>+13.5% increase</strong> in subscriptions to <a href="https://www.ocado.com/webshop/displayDeliveryPass.do" target="_blank">Smart Pass</a>, Ocado’s delivery membership program.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-eb2520c elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="eb2520c" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-d3f13c8 elementor-column elementor-col-100 elementor-top-column" data-id="d3f13c8" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-ead3a7a elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ead3a7a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-d9c2e5c case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="d9c2e5c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c72fb7a elementor-widget elementor-widget-html" data-id="c72fb7a" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" src="/wp-content/uploads/2017/09/tinygif.gif" data-src="/wp-content/uploads/2018/12/ocado-logo-white.png|/wp-content/uploads/2018/12/ocado-logo-white@x2.png" alt="Glasses logo" class="b-lazy retina_image" width="155" height="33"></div></div><div class="elementor-element elementor-element-c7068c0 client_quote_text elementor-widget elementor-widget-text-editor" data-id="c7068c0" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Personalization is about getting to the heart of those critical customer segments and giving them a message that resonates with them the best at that time. This concept has become a reality with Dynamic Yield’s market-leading personalization AI and scalable operating system that offers ease of use and flexibility.</div></div></div><div class="elementor-element elementor-element-936b049 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="936b049" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Matthew Wilson, Digital Development Manager at Ocado Retail</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-75a5ca3 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="75a5ca3" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-c512f04 elementor-column elementor-col-100 elementor-top-column" data-id="c512f04" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-af2ef63 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="af2ef63" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-c9d47d4 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="c9d47d4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-23aef16 elementor-widget elementor-widget-html" data-id="23aef16" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" src="/wp-content/uploads/2023/04/logo_conversio_white.svg" alt="Conversio logo" width="200" height="55"></div></div><div class="elementor-element elementor-element-02cf951 client_quote_text elementor-widget elementor-widget-text-editor" data-id="02cf951" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Working with Ocado has been an incredible experience, especially seeing the positive shifts in customer behaviour that we’ve been able to achieve through our experimentation and personalisation efforts. At Conversio, we value the power of research and data-driven insights, which, combined with the capabilities of our partner Dynamic Yield, have allowed us to deliver exceptional customer experiences at exactly the right time.</div></div></div><div class="elementor-element elementor-element-b4b39fe client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="b4b39fe" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Paul Wilkins, Co-founder & Director of Strategy at Conversio</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-90c5bb6 case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="90c5bb6" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-ab4aab1 elementor-column elementor-col-100 elementor-top-column" data-id="ab4aab1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-cdf491e challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="cdf491e" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-866d6fc case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="866d6fc" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-46f3fc1 elementor-widget elementor-widget-text-editor" data-id="46f3fc1" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 506px) 100vw, 506px" alt="The Challenge section thumbnail" width="506" height="727" data-src="/wp-content/uploads/2023/04/ocado_cs_challenge.jpg|/wp-content/uploads/2023/04/ocado_cs_challenge@x2.jpg" /></div></div></div></div></div></div><div class="elementor-element elementor-element-b51c2ce case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="b51c2ce" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-9a939ed challenge_title elementor-widget elementor-widget-heading" data-id="9a939ed" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-741a88b challenge_list elementor-widget elementor-widget-text-editor" data-id="741a88b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Ocado knows better than anyone that grocery shopping is, well, kind of a chore. That means an easy, empathetic, and time-saving shopping experience isn’t just nice to provide — it’s essential for creating repeat business. When evaluating its customer lifecycle, Ocado realized three main groups of shoppers reflect key stages of their customer journey:</p><ul><li>First-time shoppers</li><li>Fifth-time and up shoppers</li><li>Smart Pass subscription shoppers</li></ul><p>Through testing and personalization, Ocado’s goal was to identify critical site changes that optimize the experience for each of these groups, creating more effortless and meaningful shopping experiences. The company hypothesized that this would drive loyalty over time and increase Smart Pass subscriptions.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-9fd9d64 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="9fd9d64" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-e8e141b elementor-column elementor-col-100 elementor-top-column" data-id="e8e141b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-df30175 execution_title elementor-widget elementor-widget-heading" data-id="df30175" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-82be956 elementor-section-content-middle case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="82be956" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6f50ea6 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="6f50ea6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-bb63f2a execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="bb63f2a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Identifying first-time shoppers and streamlining their product discovery</div></div></div><div class="elementor-element elementor-element-82cf4ea execution_text elementor-widget elementor-widget-text-editor" data-id="82cf4ea" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Ocado knows that a customer’s first shopping experience is likely the longest and most challenging. But rather than try to simplify the experience too early—after all, at this stage, it is impossible to know what types of products a customer truly prefers—Ocado’s goal is to demonstrate the impressive breadth of products they offer. Ocado has a product catalog totaling over 50,000 ever-changing items, and they have realized that this is critical information for first-time shoppers.</p><p>Therefore, the total product listing page for shoppers needs to be updated, allowing new customers to freely browse all available products and build a cart before they are asked to create a mandatory account.</p></div></div></div><div class="elementor-element elementor-element-78312e4 retina_parent elementor-widget elementor-widget-image" data-id="78312e4" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/cart_money_saved.png"> <img loading="lazy" decoding="async" width="710" height="313" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/cart_money_saved.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-dcd0044 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="dcd0044" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>A first-time shopper sees the above homepage experience. They are able to browse all products and build a cart before creating a mandatory account. A promotional offer for first orders appears in the top banner, with the personalized amount displayed at the cart.</i></div></div></div></div><div class="elementor-element elementor-element-6087e95 execution_text elementor-widget elementor-widget-text-editor" data-id="6087e95" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>For first-time visitors, the Ocado product listing page looks like the above, showcasing a wide range of products and promoting an exclusive first-time discount banner at the top of the page. Personalized messaging in the cart shows the visitor the amount of money saved based on the current cart total.</p><p>Notice that this experience is mostly unguided, allowing first-time shoppers to fully explore the product catalog. This experience yielded a <strong>+5.7% uplift</strong> in the add to cart rate.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4e4ac81 elementor-section-content-middle case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4e4ac81" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-b0c8592 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="b0c8592" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5983df4 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="5983df4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Personalizing the checkout flow for first-time shoppers versus returning shoppers</div></div></div><div class="elementor-element elementor-element-9580aaf execution_text elementor-widget elementor-widget-text-editor" data-id="9580aaf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Ocado hypothesized that while returning shoppers might be amenable to reminders, flash discounts, and exclusive offers before finalizing their cart, new shoppers might prefer a cleaner and less distracting checkout experience. During the checkout flow, returning users see a “Before you go page” before they proceed to payment. Ocado wanted to test a if a cleaner experience would perform better for first-time shoppers. They removed the “Before you go” page, like so:</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-11fa4cd elementor-section-content-top case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="11fa4cd" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-f3627a9 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="f3627a9" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-6e0c006 retina_parent elementor-widget elementor-widget-image" data-id="6e0c006" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/flash_sales.png"> <img loading="lazy" decoding="async" width="181" height="355" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/flash_sales.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-ac67b48 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="ac67b48" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Here, Ocado’s flash sales on select products appeared in one convenient page right before the shopper proceeded to check out. This experience appeared only to returning visitors.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-459ddb0 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="459ddb0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f71dfce retina_parent elementor-widget elementor-widget-image" data-id="f71dfce" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/first_time_checkout.png"> <img loading="lazy" decoding="async" width="194" height="355" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/first_time_checkout.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-c291f7d warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="c291f7d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>In this version, first-time shoppers proceeded directly to the website’s basket checkout page without diverting to a separate exclusive offer page.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-547036c elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="547036c" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-4ea7c9d column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="4ea7c9d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1830e60 execution_text elementor-widget elementor-widget-text-editor" data-id="1830e60" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>When the “Before you go” page was hidden for first-time shoppers, Ocado saw a <strong>+1.4% uplift</strong> in conversion rates, proving their hypothesis that customers prefer fewer distractions when placing their very first order.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-90f9baf elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="90f9baf" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-28c8a7a column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="28c8a7a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f200069 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="f200069" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Encouraging shoppers to reach the fifth purchase with personalized exclusive offers</div></div></div><div class="elementor-element elementor-element-033431b execution_text elementor-widget elementor-widget-text-editor" data-id="033431b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>By looking at returning shopper data, Ocado realized that a key milestone in the customer journey is the fifth-time purchase. Shoppers who complete five orders with Ocado are much more likely to give long-term repeat business, and they are strong candidates for conversion to Ocado’s subscription service, Smart Pass.</p><p>Ocado is using Dynamic Yield to segment customers who have completed more than one order but less than five. This group is shown tailored messaging and exclusive offers based on their history, with the goal to incentivize them to complete their fifth shopping trip.</p><p>The experience contains an element of gamification in order to make grocery shopping feel more fun. Ocado displays a marker to indicate the customer’s progress towards the goal, tailored by the individual’s history, as shown here:</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4e50e46 elementor-section-content-top case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4e50e46" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6c97a87 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="6c97a87" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-46e700c retina_parent elementor-widget elementor-widget-image" data-id="46e700c" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/one_order_completed.png"> <img loading="lazy" decoding="async" width="308" height="288" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/one_order_completed.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-c1ad6bd warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="c1ad6bd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>This returning shopper has completed one online order, as indicated by the personalized tracker that shows how many purchases are left to receive a reward.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-da65ecb column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="da65ecb" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-51998a9 retina_parent elementor-widget elementor-widget-image" data-id="51998a9" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/eligible_to_redeem.png"> <img loading="lazy" decoding="async" width="308" height="288" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/eligible_to_redeem.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-5c12e7a warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="5c12e7a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>This returning shopper is eligible to redeem their rewards with the completion of this trip, as indicated by the accompanying CTA showing a free tote bag.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-e70e4d8 elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="e70e4d8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-e97d003 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="e97d003" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f0700bf execution_text elementor-widget elementor-widget-text-editor" data-id="f0700bf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Additionally, Ocado further segments this group to display final incentivizing offers to shoppers who have already completed four trips. This sub-group is shown exclusive rewards that can be unlocked with their fifth purchase. The concept was inspired by the coffee shop “loyalty punch card” — only in this case, Ocado offers gifts such as free tote bags or chocolate.</div></div></div><div class="elementor-element elementor-element-90676fe retina_parent elementor-widget elementor-widget-image" data-id="90676fe" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/reward_education.png"> <img loading="lazy" decoding="async" width="338" height="342" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/reward_education.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-4f292f8 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="4f292f8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Dynamic Yield’s AI-powered targeting allows experiences like this one to be shown to the right group of people at precisely the right time. Here, customers who have completed less than five shopping trips are educated on the unique rewards that come from completing their fifth purchase.</i></div></div></div></div><div class="elementor-element elementor-element-4bd13ea execution_text elementor-widget elementor-widget-text-editor" data-id="4bd13ea" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">By displaying the progress marker and educational pop-ups to customers between their first and fifth purchase, Ocado intends to convert more shoppers to this fifth-time milestone.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-080ee20 elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="080ee20" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-4d777c0 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="4d777c0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-279198c execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="279198c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Educating loyal shoppers to increase Smart Pass subscription rates</div></div></div><div class="elementor-element elementor-element-130abcf execution_text elementor-widget elementor-widget-text-editor" data-id="130abcf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Once a customer has completed repeat trips, it makes sense to show them the benefits of Smart Pass, Ocado’s subscription service that offers free delivery and exclusive prices. Smart Pass subscribers are more likely to become true brand advocates and incorporate Ocado into their routines, so Ocado deployed site experiences to educate customers on the benefits and raise awareness of the program.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-f5062ab elementor-section-content-top case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="f5062ab" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-58456a2 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="58456a2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-dec656e retina_parent elementor-widget elementor-widget-image" data-id="dec656e" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/smart_pass_experience.png"> <img loading="lazy" decoding="async" width="182" height="315" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/smart_pass_experience.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-be82027 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="be82027" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Smart Pass customer experience</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-d8a17f7 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="d8a17f7" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5dbd0e7 retina_parent elementor-widget elementor-widget-image" data-id="5dbd0e7" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/non_smart_pass_experience.png"> <img loading="lazy" decoding="async" width="182" height="315" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/non_smart_pass_experience.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-80bd6e0 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="80bd6e0" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Non-Smart Pass customer experience</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-6df73e2 elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="6df73e2" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-66c1b7f column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="66c1b7f" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-4bc4b80 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="4bc4b80" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>See above, the difference in the homepage experience for a returning customer who is not subscribed to Smart Pass, versus an existing Smart Pass subscriber.</i></div></div></div></div><div class="elementor-element elementor-element-7d1df4e execution_text elementor-widget elementor-widget-text-editor" data-id="7d1df4e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>With a simple overlay message to promote the subscription service to non-Smart Pass customers with five or more completed shopping trips, Ocado achieved a significant <strong>+13.5% increase in subscription rate</strong>.</p><p>With this particular success, the Ocado team is eager to ramp up their tactics and build out additional targeted experiences for more nuanced customer segments, testing personalized messaging relevant to these groups. The Smart Pass experience is a win-win for both customers and the business, as it offers long-term advocacy benefits while genuinely saving customers money.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ee24213 elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ee24213" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-3807ce2 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="3807ce2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-99ae109 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="99ae109" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">In the future, a bigger emphasis on the brand and the individual</div></div></div><div class="elementor-element elementor-element-d9f840f execution_text elementor-widget elementor-widget-text-editor" data-id="d9f840f" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>With the successful optimization of the key customer funnel stages under its belt, Ocado wants to focus next on better understanding individual customer behaviors to create even more seamless experiences centered around brand interaction.</p><p>One example, and one of the company’s newest tests, is the rearrangement of the product listing page to target regular shoppers with “multi-buy” product recommendations, displaying products that qualify for particular savings if purchased in bulk. The Ocado team realized that a customer pain point is the visibility of its cost-saving offers, so they ran a placement test to increase that visibility.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-745e7d2 elementor-section-content-top case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="745e7d2" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-af2b45c column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="af2b45c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5bd1710 retina_parent elementor-widget elementor-widget-image" data-id="5bd1710" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/multibuy_control.png"> <img loading="lazy" decoding="async" width="328" height="329" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/multibuy_control.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-15a6cfc warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="15a6cfc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Control</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-6e909a4 column-side-padding40 elementor-column elementor-col-50 elementor-inner-column" data-id="6e909a4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ca51796 retina_parent elementor-widget elementor-widget-image" data-id="ca51796" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2023/04/multibuy_variation.png"> <img loading="lazy" decoding="async" width="329" height="329" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/multibuy_variation.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-cd0ad0d warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="cd0ad0d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>Variation</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-6ae4c04 elementor-section-content-middle case_study_execution_row_1 space-up elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="6ae4c04" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-882dc2c column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="882dc2c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5f36397 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="5f36397" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 0px auto;"><i>In the control, products that qualify for a “multi-buy” promotion if bought in bulk appear in the same line with other products. In the test, these products appear in their own row to create more visibility.</i></div></div></div></div><div class="elementor-element elementor-element-f220a84 execution_text elementor-widget elementor-widget-text-editor" data-id="f220a84" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>When showing the variation, customers were <strong>55% more likely</strong> to add the recommended items to their basket, which in turn yielded a <strong>+6.7% uplift</strong> in conversion rate.</p><p>The team started with a customer insight, came up with a simple solution, validated their hypothesis, and now plans to iterate on the test to further improve the user experience. Working with Conversio, Ocado plans to embrace this data-driven process over the next year to test many more areas and experiences on the site, drilling down in particular on important brand interaction moments such as booking a delivery slot and creating a new account.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-f8b2163 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="f8b2163" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-dcbe6a7 elementor-column elementor-col-100 elementor-top-column" data-id="dcbe6a7" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-fb44b9b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fb44b9b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-bcf8e13 elementor-column elementor-col-100 elementor-inner-column" data-id="bcf8e13" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a29e4fc takeaway_title elementor-widget elementor-widget-heading" data-id="a29e4fc" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-24b6847 takeaway_text elementor-widget elementor-widget-text-editor" data-id="24b6847" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>In order to improve customer retention and create a better shopping experience, Ocado identified these three insights:</p><p>First, it is important to understand customer data beyond the initial purchase. For example, Ocado realized that the fifth-time purchase was more important than the first shopping experience. Once these key insights and areas are identified, the team can feel empowered to test and provide more value that resonates with their audience group.</p><p>Second, complexity doesn’t necessarily mean “better.” A simple tweak on the website can be incredibly impactful to the customer experience, and sometimes less is more — such as the case of removing promotional offers for first-time shoppers in the checkout process. Overcomplication can sometimes create more confusion and dissatisfaction, so simplification is key to reach customer needs as quickly as possible.</p><p>Finally, creativity is key to maintaining customers’ engagement and attention while keeping their grocery shopping experience as effortless as possible. This involves breaking down shopping experiences into smaller brand interactions, iterating on existing experiences, and changing customer perceptions of the brand.</p><p>By focusing on these key takeaways, businesses can create a customer experience that stands out in a crowded market, increase customer loyalty and retention, and ultimately drive growth.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-516ca1a get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="516ca1a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-fe918f1 elementor-column elementor-col-100 elementor-inner-column" data-id="fe918f1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5e956fe get_your_demo_title elementor-widget elementor-widget-heading" data-id="5e956fe" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-4e2e63d elementor-widget elementor-widget-html" data-id="4e2e63d" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
<!-- Dynamic page generated in 2.218 seconds. -->
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