Ocado enters social gifting with Wrapp to drive customer acquisition

Ocado: promoting its social gifting offer via Facebook
Ocado: promoting its social gifting offer via Facebook

Ocado is using social gifting for the first time through a partnership with Wrapp, as part of a customer acquisition drive that leverages Facebook.

The online grocer will offer its customers a chance to give friends and colleagues free £5 gift vouchers via Wrapp, through a mobile and Facebook app.

Ocado launches the 'Give And Get' campaign today (16 August) that will allow customers to send three free £5 gifts on to friends and receive a double-value Wrapp gift card as a reward.

If customers want to gift more than £5, they can have the first £5 for free and pay to top up the remainder of the gift.

Users will be notified via the app of upcoming birthdays of Facebook friends and asked if they want to give them a gift. 

Matthew Knight, head of marketing, insight and communication at Ocado, said: "We've found one of the best forms of customer acquisition for us is customer recommendation – we know that once people try our service they love it and are quite happy to tell their friends about it, and we see [social gifting] as a good way to facilitate that."

Ocado has invested in enough Wrapp cards for a trial lasting a few months and will analyse results before taking the partnership further.

More than 20% of Ocado sales are now placed on the brand's app formats and Knight added that mobile was "something we can only see getting bigger".

Knight admitted its customer base tended "to be a little older and be at the stage where they have families and do a lot of grocery shopping", and added that Wrapp's young demographic was "a potential benefit".

He said: "This is an opportunity to go out to that digitally active base and is part of a pattern of activity we've been doing over the last couple of years to make use of social media and the online advertising space."

The partnership will be promoted by Wrapp and via Ocado’' social media accounts with an emphasis on Facebook, because the gifting service is based around people's Facebook friends.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug