Waitrose to use online personalised retargeting to drive customer relationships

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Waitrose is to become the first UK supermarket to use online personalised retargeting for groceries to help drive relationships with its customers.

The grocer is partnering with performance display advertising specialist Criteo to present visitors to Waitrose.com with relevant products and offers on selected media sites as they leave the site. 

Waitrose will leverage consumer intent in the same way as search advertising by showing ads for products based on the browsing behaviour of people on Waitrose.com. 

A predictive engine is used that is able to recommend products based on the behaviour of other consumers that have viewed the same or similar products.  The adverts will be created in real-time to ensure consideration of stock availability and pricing.  Waitrose will then be able to track the success by comparing the cost of sale with the click-through purchase cost.

The development marks a new step in Waitrose's investment in its ecommerce platform over the last year, which included the opening of a dedicated Dotcom Fulfilment Centre in West London.  

Nick White, head of online commercial at Waitrose. "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."

"It is great to see an industry leader such as Waitrose driving innovation in the retail sector," said Michael Steckler, MD for Northern Europe at Criteo.

Developments are also in progress to enable Waitrose to present consumers with items that they have forgotten to place in their online trolley prior to the delivery date as well as re-advertise purchased items once they're likely to have been consumed.

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