Proactive Investors - Ocado has partnered with digital marketing company The Trade Desk to become the first UK grocer to give access to all of its customer behaviour data to marketers.
The FTSE 100 company’s suppliers and Trade Desk’s clients will use the retailer’s audiences to target in-market shoppers and drive key marketing objectives, such as customer acquisition and brand loyalty, according to the website Chargedretail.
Ocado’s data on customer behaviour, alongside Trade Desk’s services, will be used to close the gap between advertising spend and sales and make it simpler for the brand to reach the right audience.
Steve Martin, vice president of data partnerships at The Trade Desk said its partnership with Ocado presents an “incredible opportunity for brands to improve the effectiveness of their ad spend.”
“The Trade Desk was built on innovation and a desire to drive the industry forward. We are proud to join forces with a company that is pioneering new standards in their industry,” Martin said, quoted in Chargedretail.
Ocado recently reported flat revenues and a deepening of full-year losses as cost pressures and investments into Ocado Retail took their toll.
In the results, the group reported marketing costs of £57.6mln to the year-end 31 December, a 42.9% uptick on the year before.
Marketing activities were focused on driving increased awareness of the group’s value proposition.
Total marketing costs made up 2.6% as a percentage of the group’s revenue compared to 1.8% the year earlier, and Ocado believes this contributed to a 13% increase in the number of active customers to 940,000 year-on-year.
Shares in Ocado were down 3.4% in mid-afternoon trading, changing hands at 487.1p.