Abstract
This review critically examines the marketing strategy of Ocado, a leading online grocery delivery service in the UK. Despite its technological innovations, such as AI-powered customer fulfillment centers and data-driven personalization, Ocado holds a modest 1.7% market share, compared to traditional competitors like Tesco and Sainsbury's. The paper explores key factors influencing Ocado's market performance, including its premium positioning, digital-first approach, and sustainability efforts. It also analyzes the company's reliance on affluent customers and the limitations posed by high operational costs. Through a thorough evaluation of Ocado's customer engagement, environmental initiatives, and competitive landscape, this review offers insights into how the company can expand its market presence by embracing emerging technologies like blockchain and AI while adopting hybrid marketing strategies to appeal to a broader customer base. Recommendations for future growth emphasize the need for competitive pricing, a wider product offering, and enhanced personalization strategies.
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