As advanced in a previous article, Waitrose has launched a campaign to attract customers to its e-shopping site since its collaboration with Ocado is ending. It is focussing on the quality of its products.
Its interim head of brand marketing, James Morrison stated
that “marketing is really important” when it comes to communicating the brand’s
premium price point”. Working in collaboration with Adam&EveDDB and Manning
Gottlieb OMD, Waitrose is dedicated to bringing home its Ocado shoppers to its own website and it is going to run this
campaign across advertising, PR, social media, digital and CRM channels.
This switchover has seen the grocery company
investing a lot of money on the development of thousands of products. For
instance, millions were disbursed on a food innovation centre. a distribution
centre, 5000 new or reformulated products and the marketing campaign as a
whole.
Morrison advanced that Waitrose accounts for 25% of Ocado’s sales. As such, its products are very popular among customers. The firm is hoping that these clients are going to remain loyal to its brand. Moreover, it is planning on introducing several discounts over the next couple of months to lure shoppers to its website. We just have to wait and see who is going to win this battle of grocers.
Waitrose will introduce discounts
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