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So I’m Rebecca, I’m the web training manager for Fetch at Ocado, which is the specialized pet retailer. So it’s kind of standalone from ocado.com. We have it because we can’t really sell high-end pet food on ocado.com We also have a similar website called Fabled which we use Dynamic Yield for as well. I think one of the main things Ocado went with Dynamic Yield was its ability to do offline personalization as well. The dynamic links in email, again we don’t have that functionality within Ocado with Fetch and Fabled at the moment. We, sort of, it’s very to use and we could kind of onboard straight away with it, and the process is very quick to set up. We did consider a number of other personalization softwares. I think the offline and offsite functionality just edged Dynamic Yield over for us.
So, we have 35 users across Fetch and Fabled at the moment using Dynamic Yield. Day to day we have at least five people working on Dynamic Yield, ranging from each team. Everyone is trained up on how to use it for their own department. We need to use personalization to kind of personalize the customer journey from start to finish for the exact user. A dog user doesn’t wanna see a discount on cat food and likewise, so it’s kind of trying to narrow the user journey to make sure that we’re not kind of targeting users with content they don’t need and therefore, will probably leave because they don’t think that we’re selling what they want.
For Fetch it was the basket, so we had a really high basket abandonment, we had no product recommendations, we had no kind of targeting or messaging within the basket. With Dynamic Yield, we built a custom evaluator which we then served on a skinny banner. So, if a customer had below our free delivery threshold, they were served with spend x amount, get a free delivery. We used the same custom evaluator to show the customer products which would get them just over the threshold or if they were over the threshold, we would be pushing to different variations testing viewed together and bought together and bought together is edging at the moment.
On Fabled, we price match quite a lot with our competitors. And the way the functionality works, you don’t see like a was a now price, you just see a now. So, the customer doesn’t know that that product’s been discounted. A way to get a around that is by adding a round all to an image to say, price match if you’re price matching 3000 SKUs, you’re team is uploading 3000 product images at the drop of a hat, it’s kind of not possible. So, with Dynamic Yield we built a custom evaluator to show a round all overlaid on the product images across all of the website, so whatever category they’re in they can see that this product is on price match. And that was implemented maybe two weeks ago and it’s already got a 2.3% uplift which is great.
We use Dynamic Yield for triggered emails. Especially like for the basket abandonment. We also use it for search, so if someone has searched products, they will get an email displaying those products that they’ve actually searched for within a couple of hours, I would say we’ve seen about 5% revenue uplift from using Dynamic Yield this year.
Rebecca Mehaffey, Web Trading Manager at Ocado, details how the grocery giant tailors the customer journey from start to finish using Dynamic Yield. Watch the video to learn how Ocado decreases cart abandonment and optimizes product pricing to drive revenue uplift.