About Ocado

Ocado is the UK’s leading online-only grocery retailer, known for its technology-led approach and commitment to customer convenience.

Challenge: Objective to Win Loyal Customers in Untapped Markets

As a challenger brand, the primary objective was to acquire high-quality new customers who would not only redeem an initial voucher but also remain loyal over time.

Ocado wanted to explore using door drops to attract larger volumes of new customers in areas of low existing penetration. They also looked at filling gaps where Ocado was well represented without cannibalising existing customers.

Solution: Targeted Campaigns Using Data-Driven Insights to Maximise Reach

In-depth geodemographic segmentation revealed two critical insights:

1. Loyal ‘sticky customers’ shared traits that can be mapped into lookalike audiences and scaled.
2. Retention depended on excluding one-off voucher users.
3. This informed the decision to concentrate door drops in fallow areas rich in target profiles.

The media solution was an integrated campaign that avoided areas with a high penetration of existing shoppers, for door drop efficiency, and introduced Partially Addressed Mail to extend our reach into areas with high penetration, where it would be inefficient to use door drop. A carefully planned media schedule allowed each channel to play to its strength.

Results: Targets Exceeded & DMA Award Success

• Door drop ROI was 3:1, the highest ever for Ocado.
• 27% of customers completed five shops.
• Response rate for partially addressed mail was 0.319%.
• Achieved double the customer acquisition target.
• First-order response exceeded target by 20%
• Predicted first-year LTV rose 26%.

In addition, the campaign won the DMA Bronze award for best use of unaddressed print and door drops

in 2025.