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Ocado & Andrex

Andrex absorbs Ocado’s retail data for real-time optimisations

Challenge

  • Andrex, a beloved brand, needed to expand its audience.
  • PHD Media sought to increase product consideration beyond the retailer’s platform.

Solution

  • PHD Media & Andrex partnered with Ocado to develop an omnichannel strategy.
  • Leveraged Ocado’s verified buyer data (purchase history, basket composition, categories).

Data revealed

  • Product preferences by location.
  • Purchase timing (e.g., Supreme Quilts buyers purchased 2 days faster).
  • Device preference (mobile: 54%, tablet: 2%).

Results

  • +112% performance from optimisation.
  • ROAS 5X Higher than target.