Waitrose Drives 66.8% Engagement Lift Using AI Experience
Known for the quality of their products, high standards of customer service, and ethical sourcing, Waitrose has over 350 shops in the United Kingdom and exports products to 52 countries.
Many users from across the globe regularly interact with the brand through the content they offer on their website. This means that the site must serve several audiences with different goals, all while reinforcing the Waitrose brand identity as a trusted source of premium products and experiences.
One of the most popular features of the Waitrose site is the recipes page, in which the brand shares recipes along different themes such as “Quick and Easy”, “Comfort Food,” and “Healthy Ideas.” The marketing team began exploring which contextual factors would be most influential in determining the best recipe to display to each customer.
Success with Strategy
Monetate All-In-One Action
- Automated Personalization was used to drive engagement on the Waitrose recipe page
- AI selected the optimal content and type of recipes to serve to each visitor
- When moved to the homepage, Automated Personalization drove click-throughs to the recipe page
The various recipe categories have all been shown to appeal to Waitrose customers, but they carry very different context and message: choosing the right content to capture a visitor’s attention is essential, especially on the homepage where page real estate is at a premium.
Automated Personalization Serves Up the Right Recipes
We leveraged AI to drive engagement by selecting optimal content resulting in:
when exposed to the heavy traffic on the Waitrose homepage
If we’re targeting younger, busy people who live in London, for example, we now know that they are more likely to want quick and easy products and recipes. It’s another layer that we can add on to our knowledge of our customers.
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