Case Study: Ocado achieves a 13.5% increase in Smart Pass subscriptions with Dynamic Yield personalization

How Ocado Fosters Loyalty at Every Stage of the Customer Journey with Personalization

Ocado, the UK’s largest online supermarket serving nearly one million active users, faced the challenge of making grocery shopping effortless enough to build loyalty across distinct customer stages—first-time shoppers, those approaching a fifth purchase, and potential Smart Pass subscribers. Because grocery is often viewed as a chore, Ocado needed to identify small, targeted site changes that would reduce friction, encourage repeat purchases, and convert shoppers into long-term subscribers.

Working with Conversio and Dynamic Yield, Ocado ran an 18‑month, data-driven personalization and testing program across the funnel: ungating product listings and showing a first‑time discount, removing a “Before you go” offers page for new customers, gamifying progress toward a fifth purchase with targeted rewards, promoting Smart Pass to repeat buyers, and improving multi-buy visibility. The incremental changes drove meaningful gains, including a +13.5% lift in Smart Pass subscriptions, +55% add‑to‑cart for multi‑buy placements, +6.7% uplift in conversion from multi‑buy recommendations, +5.7% add‑to‑cart for the ungated listing, and +1.4% conversion uplift from simplifying checkout for first‑timers.I've kept the summary concise and split into two short paragraphs as requested, highlighting the challenge, approach, and key results.

Ocado

Matthew Wilson

Digital Development Manager