Ocado wanted a magazine that appeals to existing customers who perceive it as a premium brand, but that also engages a new type of Ocado customer: time-poor shoppers who usually shop in major supermarkets who want excellent service and convenience, but are still highly driven by price.
Supporting Ocado’s key marketing events throughout the year, the magazine must appeal to advertisers, drive sales and showcase the breadth of its growing product range.
As Ocado is an online grocer, the magazine acts as its shopfront, showcasing Ocado’s growing product range and appealing to its widening customer base. It supports Ocado’s major promotional events throughout the year alongside inspiring editorial content, recipes, competitions and prize draws. Each issue has a theme, which adds to the magazine’s personality and enables us to cover a variety of stories and products.
Quite simply, tracking sales has shown that the sales of products featured in Ocadolife go up at ocado.com. But the magazine’s success can be seen in more than its product sales. A recent reader survey showed that:
- an average of 75% of customers surveyed read the magazine, and many of those who hadn’t yet read it held on to it to read later
- 52% added products featured in the title to their shopping as a result of reading the magazine