Ocado will offer sponsored positioning on its site,  prioritizing place in search results to help lesser-known brands achieve visibility while also helping shoppers discover new items

One of the issues for online grocery shops is how to market their full inventory of products. While consumers will commonly order from well-known brands, it can be harder for them to discover new ones as they would in-store, especially for items from small-to medium-sized suppliers. U.K.-based online grocer Ocado recently partnered with Australian startup Citrus to solve for this challenge.

The latter's digitized advertising platform consists of scalable, auction-based advertising software intended for online retailers to integrate into their existing infrastructure, and allows Ocado to highlight sponsored products in its search engine, essentially monetizing its digital shelf space. Ocado's head of grocery merchandising, Alice Mannion, says, “We aim to be the best place to launch new brands and are dedicated to helping our smaller suppliers grow. Citrus ticks all the boxes for us: It’s scalable, secure, easy to integrate and crucially delivers better optimized exposure.”

As online grocery shopping becomes increasingly popular, many sites are experimenting with ways to optimize the customer experience. Ocado hopes to not only enable better discovery that mimics how shoppers are exposed to new brands in-store but also potentially gain competitive edge by highlighting its variety of options.

Ocado | Citrus


Lead image: stock photos from Georgejmclittle/Shutterstock

One of the issues for online grocery shops is how to market their full inventory of products. While consumers will commonly order from well-known brands, it can be harder for them to discover new ones as they would in-store, especially for items from small-to medium-sized suppliers. U.K.-based online grocer Ocado recently partnered with Australian startup Citrus to solve for this challenge.

The latter's digitized advertising platform consists of scalable, auction-based advertising software intended for online retailers to integrate into their existing infrastructure, and allows Ocado to highlight sponsored products in its search engine, essentially monetizing its digital shelf space. Ocado's head of grocery merchandising, Alice Mannion, says, “We aim to be the best place to launch new brands and are dedicated to helping our smaller suppliers grow. Citrus ticks all the boxes for us: It’s scalable, secure, easy to integrate and crucially delivers better optimized exposure.”