Ocado is switching customers across the UK over to a new website and app, which it says will “enhance the Ocado experience”.
The online grocer is running two websites and apps concurrently, and is moving customers on to the new platform in stages, by delivery area.
“Updating our website and app marks an important next step in helping us deliver our ambitious plans for the future, allowing us to enhance the Ocado experience with new features and functionality,” a spokeswoman told The Grocer.
Customers on the updated website and app can now see their delivery driver’s exact estimated time of arrival. For example, if their slot is between 9am and 10am, they’re now given an alert the driver is due to arrive at 9.47am.
Shoppers are also able to choose a cheaper four-hour delivery slot. This was ideal, the supermarket said, “if they’re working at home all afternoon and don’t mind when the order arrives”.
The shopping experience has also been given a “more modern look and feel, with improved design and navigation” with “inspiration front and centre on the homepage” Ocado said.
Customers are also served recipe suggestions based on what’s new at the supermarket or what’s in season or trending, and are able to add all required ingredients to their basket with one click.
“We’ve had good customer feedback with the majority telling us that they’re enjoying the more modern look and feel and that the platform is easy to use,” the spokeswoman added.
The move has been some years in the making. In 2022, thousands of Ocado shoppers in Exeter and surrounding postcodes were “auto-enrolled” on to a separate app and website, which was used as a testing ground by the online supermarket’s developers. Many complained their version was fraught with technical issues and less functionality, leaving a string of damning reviews on the Apple app store, complaining the trial app was “utterly useless” and “like stepping back in time”.
Shopper reaction to the new look app and website has been mixed. “First world moan but honestly Ocado why have you messed with a perfectly good app,” one shopper asked on X. “The new shopping website is absolutely atrocious!” posted another, “Go back please!”
Another user tweeted: “I have to say I really do not like the new app at all – all the features that kept me a loyal customer for 15 years are gone.”
Olly Pinder, founder and director of The Meals Collective, posted on LinkedIn that the new website was “impressive” noting positives such as there being more space given to supplier branded media, more prominence given to meal deals, and the easier-to-find search function throughout the shopping journey.
“It’s been a long time coming but it’s here and driving impact from the off,” he said. “I expect this will continue to accelerate their growth through higher average order value and improve many other key metrics.”
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