Waitrose sees 30% uplift in new customer conversion through personalisation

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A personalisation strategy which highlights relevant and individual content with customers delivered an increase in online orders of up to 24% for new and early stage shoppers at grocery retailer Waitrose.

Having identified that customers who have shopped at least five times online are more likely to be retained in the long term, Waitrose implemented a marketing campaign offering an £80 discount spread across five online shops. The Monetate platform enabled the brand to offer customers a unique incentive code by assessing how many times they had placed an order.

Jane Godfrey, digital optimisation manager at Waitrose, said: “The website is a growing part of the Waitrose brand and we want the customer online experience to be consistent with the quality of experience you get in one of our stores.  We’ve seen great benefits from using the Monetate personalisation platform – it has allowed us to work more efficiently and target our customer base more effectively.”

Mike Harris, VP EMEA at Monetate, said: “This is a perfect example of how the Monetate platform can be used to drive both every day sales and sales during those essential peak shopping times that some retailers are unprepared for year-on-year. It’s exciting to see the success already achieved from these initial campaigns and we look forward to working with the Waitrose team to develop their personalised offering throughout 2016 and beyond.”