Growing a Loyal Customer Base of Online Shoppers—Waitrose


  • Primary/secondary KPI: Conversion
  • Page type: Homepage
  • Features used: Segmentation
  • Industry vertical: Grocery, supermarket
  • Channel: Web

Illustration of a customized homepage with a banner offering a discount and another creative reminding the customer to register their customer loyalty card

Targeted promotions used with analysis of customer behavior



Having identified that customers who have shopped at least five times online are more likely to be retained in the long term, Waitrose implemented a marketing campaign offering an £80 discount spread across five online shops.


Visitors to the site were targeted based on how many times they had placed an order with Waitrose online and presented with a unique incentive code based on this.


21% lift in conversion