Online grocer Ocado has launched an innovative tie-up with cookery site BBC Good Food which enables customers to buy the ingredients needed to prepare recipes from the site.
Online grocer Ocado has launched an innovative tie-up with cookery site BBC Good Food which enables customers to buy the ingredients needed to prepare recipes from the site.
The tool, which appears as a small widget on all recipes, directs users to buy the ingredients listed in the recipe from Ocado. When the shopper clicks through to Ocado they see a ready populated list of products. Each ingredient has several products associated with it so that shoppers can choose from different price points to suit their needs. Most popular products are displayed first.
The widget makes use of Ocado’s technology, which allows shoppers to enter their whole shopping list to get a combined search results page. This saves customers time and maximises basket spend.
To capitalise on the inevitable rise in new visitors to the site, Ocado could do more to promote an introductory offer which would ensure that new visitors were converted into customers.
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