Ocado Case Study
Background:
Ocado.com is the only UK online grocery retailer with no traditional stores. The site’s achievements are regularly recognised culminating with The Grocer magazine award for “Best Online Retailer 2007.”
Brief:
Brandbank was appointed by Ocado.com when it launched in 2002. Ocado’s challenge was to make sure every line had an image, as not having images is the online equivalent of a product appearing out of stock. The brief was to enable products to reach their true sales potential by taking product photographs and collecting on-pack information such as ingredients and nutritional values that highlight vital information for consumers.
Execution:
Brandbank works with Ocado and its suppliers to create, manage, and distribute images and branded product data approved by suppliers. Weekly updated supplier product listings are provided to Brandbank for the team to process via its sophisticated reporting systems. This allows Brandbank to enjoy continuous communication with Ocado suppliers and share product launch and promotional schedules. Regular meetings promote and maintain currency of product images and data on the Ocado site. All Brandbank clients benefit from accessible online product libraries and account handlers to facilitate efficient sharing of information.
Result:
By taking quality, detailed packaging shots that reflect the essence of each product, and capturing on pack information, Brandbank assists Ocado.com in owning a healthy share of the UK’s online grocery market.
