Ocado, which operates in partnership with Waitrose, is offering former customers £20 off their next order if they spend £100 or more.
In a letter to shoppers who have previously used
the service, Ocado’s finance director Jason Gissing admitted that the retailer did make mistakes but claimed that it tried hard to learn from them.
Gissing denied that the inducement was part of a wider drive to boost customer numbers and claimed that it was simply part of Ocado’s standard customer relationship.
He also played down growing speculation that Ocado’s directors were preparing to imminently float the business on the Stock Exchange.
Gissing said: “The flotation is something we are actually not that focused on. We are more concerned about improving the service and converting shoppers to the internet.”
Tim Steiner, Ocado’s chief executive, said that the company had been advised that it was currently in a position to float but that it would be better to wait until the company was more mature.
Gissing added that Ocado was also working on significantly increasing the range of products that it sold. He said: “The range will grow through the year and will be 100% bigger this time next year.”
It is believed that fresh products will play a major part of this expansion. Last year Ocado grew its range by 2,500 products. It currently offers around 10,000 lines.