Industry

Ocado to use relationship management to better engage mobile shoppers

Ocado, one of Britain’s leading online retailers, delivering to over 70% of the UK population, is investing in relationship management technology to deliver a better and more engaging experience through mobile, social and email.

Using a platform from Selligent, Ocado plans to develop its personalised shopper programmes using customers’ online behaviour. By gaining access to the rich real-time data, Ocado can run ever more targeted and focused marketing campaigns.

The Selligent platform will help Ocado [IRDX ROCA] to target customers with more relevant messaging to help build brand loyalty and consumer engagement. Selligent’s solution also enables web content and experiences to be personalised around specific interests such as purchase history and grocery preferences. Website data can also be used to customise messaging across other digital channels.

“Ocado knows that there has been rapid adoption of grocery shopping on mobile devices and by partnering with Selligent, will be empowered to transform the customer experience by understanding, tailoring and acting upon individual shopper behaviour, no matter what the device,” says Christopher Baldwin, Head of Marketing, Northern Europe, Selligent.

He continues: “Ocado is unlike any other grocer, especially when compared against the traditional brick-and-mortar supermarkets. Their objective to provide customers with the best shopping experience addresses a fast-changing world, driven by diverse shopping habits and ever advancing technology. In the world of hyper-connected consumers – always online and always connected; Selligent’s Consumer-First marketing capabilities allows Ocado to deliver messages at the right time, by the right channel and across any device, to create an unprecedented engagement strategy”.

Selligent works with 700 brands in 30 countries worldwide, employing 500 people across 10 offices around the globe.

This technology builds on Ocado’s use of technology to improve its customer service. Last year Ocado Technology implemented an artificial intelligence programme to better organise customer emails.

The online grocer, a Top100 company in IRUK Top500 research, deployed a machine learning-enhanced contact centre, that uses an AI software model developed in house and using tools from the Google Cloud Platform, to categorise incoming customer emails. Machine-learning helps the system to understand and respond to the natural language that customers use. The AI model parses the email, adding a summary and priority tag (as seen left), leaving customer service staff free to focus on solving problems for customers, rather than spending time categorising thousands of emails manually.