Making satisfactory substitutions in online orders can be more akin to a dark art than a science.

But from what Bogof hears there's a fair amount of lateral thinking at Ocado in a bid to make the process more successful. The story goes that one customer's chosen Chinese meal was out of stock - a situation that might have normally called on a picker to guess whether they would prefer chow mein or chicken cashew in place of sweet and sour pork. Not at Hatfield. Here, where they boast they are "devoted to making your life easier", the picker went that step further, devising a solution that meant the customer would still be able to enjoy their original choice. He put a Chinese cookery book in their order instead.

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