Focus on ‘Perfect Execution’ pays off for Ocado and M&S

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Winner: Ocado Retail

Throughout last year, online pureplay grocer Ocado Retail – a joint venture between Ocado and M&S since 2020 – remained resolutely focused on its ‘Perfect Execution’ strategy.

The strategy is straightforward: to win more shops by giving shoppers market-leading choice with more convenience and better value. Its efforts paid dividends in 2024, when Ocado was the fastest-growing UK grocer for nine months in a row. Meanwhile, it outpaced the online market by 2.8 times, with revenue growth of 13.9%.

The grocer also evolved its range in response to changing consumer tastes and emerging trends last year. It introduced “social media stars” including sparkling chilled red wine, terroir-driven olive oils and new-wave instant ramen, while its own-brand refill range of dry goods and cleaning products met growing demand for sustainable options. Plus, it upped its backing of challenger brands through marketing initiatives like ‘Makers Market’, alongside its ‘Buy Women Built’ and ‘Buy British’ curated aisles, and the launch of the Ocado Roots challenger support programme.

Meanwhile, operational efficiencies were eked out at CFCs, improving its already high rate of on-time, no-substitutions ‘Perfect Orders’ by 6ppts across the year, delivering 99% of items as promised to customers.

It signed off the year with a record-breaking Christmas, when Ocado reached its highest ever level of sales over the festive period.