Ocado ordering online

Ocado is trialling personalised product suggestions on its website.

The online grocer was using customer data to generate suggestions based on the products users had already selected, said marketing director Lawrence Hene.

The tool is in beta mode but should roll out fully “in a few weeks” once Ocado has analysed trial period data, Hene said. The suggestions could drive up sales, he added, but stressed the aim was to “make the shopper’s life better. Every click we can save them is a great thing. We want them to spend less time on the boring bits and more time discovering new products.”

The move echoes Amazon’s trademark ‘recommendations for you’ tool, which will feature on the Amazon Fresh site. Hene said Amazon Fresh was not a cause for concern. “Our number one focus is offering the shopper the best experience and we keep evolving and improving it,” he stressed.