RE: Kantar11 Oct 2022 16:47
JJ,
The problems at Ocado retail run a lot deeper than the marketing campaign not being up to scratch. Personally I think their marketing is good. They've run a few TV campaigns this year, increased promotions and notifications on the Ocado app. Sensible stuff to try and trigger consumers to buy more.
Key issue is though is that consumers in this cost of living crisis are currently laser focussed on price. Ocado retail is expensive compared to the grocers the public are moving towards, discount grocers etc. Even versus online grocers, Tesco for example, Ocado retail is still expensive.
The trend outlined by Ocado retail in its last quarterly statement of its customers seeking out cheaper lines of goods and ordering smaller baskets is very detrimental to any profitability of the Ocado model. This trend I believe will intensify rather than resolve itself in the months ahead...