Ocado ordering online

Online retailer Ocado has rolled out its new one-click, personalised coupons across its site after months of testing.

The coupons, which target customers with offers according to their purchasing habits, appear in the top left corner when customers complete their shop online.

Customers need only click once to redeem the coupon and the money off will be deducted from their final bill, removing the need to remember codes or keep pieces of paper.

The coupon technology was tested last year and is now fully live on the site. Ocado was planning to take the technology to suppliers, who could use the coupons to target certain demographics, revealed Ocado director of marketing and grocery Lawrence Hene.

“What’s nice for the supply business is we can work together to get to the right person. The key thing for us is customer relevance. We want customers to be excited by this and redeem the coupons and then it will work for the suppliers,” he said.

The initiative marks the latest in a long line of back-end innovations at Ocado to improve customer experience, including one-click ‘smart suggestions’ that recommend products based on user choices and past preferences.

The Institute of Promotional Marketing said it expected the coupons would go down well among Ocado’s customer base. “Ocado shoppers are considered a high-end, affluent, time-starved shopper so this ‘in-shop innovation’ will certainly be welcomed,” said IPM managing director Carey Trevill. “Ease of shop is Ocado’s watchword, making each step as simple as possible. We have no doubt it will be successful as shoppers do expect innovation of this nature. With an Ocado shopper, you are also more likely to encounter early adopters so tech solutions in shop feel comfortable.”