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Ocado Retail, the UK's largest dedicated online grocery shop, partnered with Tyviso in May 2026 to launch Ocado Smart Pass Rewards. This programme gives Smart Pass members access to a curated page of exclusive third-party brand deals. In its first three months live, from May to July, the programme served over two million offers, converted at 15.43%, and entered its fourth month with momentum accelerating.
Smart Pass is a paid membership, which means that maintaining its perceived value and keeping its members engaged is an ongoing task. Ocado wanted to add genuine value for members without adding cost or risk.
Objectives
The Ocado Smart Pass Rewards programme launched with the following goals:
- Grow the value of Smart Pass membership with useful and exclusive offers.
- Drive repeat engagement, giving members a reason to return to the rewards page.
- Open a new, CPA-based revenue stream that carries minimum risk.
- Serve a broad, relevant mix of offers across many categories, reflecting a diverse membership.
Approach
Ocado Retail's team worked closely with Tyviso to build a rewards page that feels like a native part of their Commerce Journey™. Every offer is handpicked for the Ocado audience in line with clear brand and category controls, helping ensure members see offers relevant to the Smart Pass proposition and Ocado audience. Each earns its place because it fits the Smart Pass proposition and the value members expect from Ocado.
The programme's success has been driven by:
- A data-led, continuously optimised strategy.
- Digital and print media campaigns designed to increase awareness of the offering and drive engagement.
- A broad, curated mix of partner brands. Rewards span 30+ brands so far, including household names such as Nike and The AA. Other offers include Leisure, Literature, Home & Garden, Food & Drink, Clothing, Pets, Automotive, Travel, and Seasonal rewards, so every member can find something relevant.
Results
- Over 2 million offers served across the first three months.
- 15.43% conversion rate on offers.
- Over £1,300+ in total savings value available per customer
Rather than tailing off after launch, engagement continued to build. Early results show that momentum is growing into the programme's fourth month, with transactions, clicks and ad views all increasing compared with the equivalent previous month.
“Three months in, Smart Pass Rewards is already gathering real momentum. Value per view grew by 77% as we entered month four, and customers are continuing to come back. It’s been an exciting partnership for Tyviso, helping Ocado add even more value to Smart Pass, and we’re only getting started..”
