RE: OCDO - The Times 28/03/2228 Mar 2022 09:50
“You need to make the differentiation between projects and the totality,” he says. “A lot of analysts pick apart” the business model — whereby Ocado spends heavily to establish facilities and develop technology, and makes money from fees and taking a slice of clients’ sales. But Jensen, 55, maintains it will prove lucrative. Its international division is in the red, but “more advanced projects, and our more advanced clients, are providing us with a profitable contribution” to the wider business.
Whether Kroger amounts to a “more advanced” customer is one of those specifics. There are “a lot of things at different stages” in the partnership, under which three facilities — in Ohio, Groveland, Florida, and near Atlanta, Georgia — are up and running, with half a dozen expected to go live this year. So far 16 have been announced.
In May 2018 Kroger had said it would “identify up to a total of 20” sites for fulfilment centres in three years. Has the timeline slipped? The initial “estimate” of 20 amounted to a “joint commitment”, based on how many sites the companies believed they would need to ensure decent coverage across the US, Jensen says. It is the early, tentative steps that cause uncertainty on timing, he adds — like choosing sites and obtaining planning permission — before construction begins, typically taking about two years once spades are in the ground. “Of course, the market has grown substantially since that time, so actually, as you look forward, more capacity will be needed than was anticipated in 2018.”
By the end of this year, Ocado’s footprint in America will “look very different”, Jensen claims. “In 2020, we didn’t have anything live yet. In 2021 we had this facility [in Ohio] and Florida live; two dots on a map. And over the course of 2022, you’re going to start to see across the country those dots appearing and starting to paint a picture moving towards national coverage.”
As Ocado extols the benefits of patience to investors and analysts, it continues to sell the speed and efficiency of its technology to possible customers. The average order in Monroe, for example (about 50 items, split across two ambient tote boxes and two chilled), typically takes only 15 minutes of labour to prepare. Kroger employees stock the hives, staff the pick stations and load frames with about 20 boxes; each van carries four frames, or about 20 orders, to homes and stores. Innovations unveiled this year mean that, in future, picking and loading will be automated. This will purportedly halve the labour time.
Such complex systems take years to research and build, but Jensen insists that retailers are willing to wait. “Everybody in life wants everything cheaper, faster,” he acknowledges. The company is on the case: a new generation of bots will be swifter to make and lighter, and able to operate on grids that will be quicker to install. “Potentially we’ll be able to divide by three the grid erection time that’s required.”
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