Waitrose is thought to be the first UK supermarket to use behavioural retargeting for groceries. The supermarket, believed to be the first in the sector to use the technology, will present personalised offers to consumers on Waitrose.com and then on selected media sites as they travel around the internet. It will use Criteo’s predictions engine to power the campaign.
Nick White, head of online commercial at Waitrose, said: “We are driving innovation in the grocery sector by being the first supermarket to adopt personalised retargeting, enhancing our ecommerce strategy and making online shopping even easier for our customers. We are already seeing a tenfold increase in the click through rate compared to non-targeted display activity as well as a high level of conversions.”
The Criteo technology will learn from consumers’ behaviour as they browse Waitrose.com. Its predictive engine then recommends Waitrose products that are shown on third-party sites.
In the future, Waitrose will be able to present consumers with items they have forgotten to place in their online trolley before the delivery date. In future the engine will also enable them to remind consumers of items they bought once they are likely to have consumed them and need to reorder.
Michael Steckler, MD for Northern Europe at Criteo, said: “It’s great to see an industry leader such as Waitrose driving innovation in the retail sector.”